Nationwide bring ‘The interface fundamentally determines the behavior’ to life with mobile app campaign.

Walking past a Nationwide  Building Society earlier this year I saw an advert for their mobile app.

It promised that ‘our app makes impulse saving as easy as impulse spending’ and I immediately thought back to a wonderful TED talk given by Rory Sutherland of Ogilvy.

It was in 2009, when Rory Sutherland gave a typically brilliant TED talk in which he talked about how ‘the interface fundamentally determines the behavior’ and how if you were to have a big red button in your living room, and every time you pressed the button it would save £50 for you, that people would save more.

A wonderful idea that mobile technology and a forward-thinking marketing team at Nationwide appear to have delivered on in 2018.

I’d love to get some insight into how this campaign came to be, how successful it has been, and how this concept could be expanded for the future. With that in mind I will tag Sara Bennison, Chief Marketing Officer at Nationwide; Rory Sutherland,  Vice Chairman of the Ogilvy Group and Jim Thornton, Executive Creative Director at VCCP when re-sharing this article in the hope they can share some of their thoughts with us.


Great work!

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