NATWEST ‘NatYes’  
‘THE HOUSE THAT BUILT JACK’

The Nat ‘Yes’ campaign is simple – the bank want to emphasise that they say YES to 9 out of 10 mortgage applications. So we created  a brand new search term ‘natyes’ as the keyword for the entire campaign.

This has two main benefits from a marketing perspective: (1) it’s simple and easy to remember and (2) it’s a made up word and therefore not competitive to bid on for PPC or to start ranking in organic search. 

Given the uncompetitive nature of this term we put it in the TV advert “Search NatYes” happy in the knowledge that this would drive customers to the relevant landing page.

We also produced a wide range of content with different customers could express what a ‘yes’ meant ot them and inspiring other to think about the difference in their lives.
 

IMPACT
NatYes led to 34,371 new mortgage applications over the May/June period when it ran - 56% higher than our target. 
The campaign call to action ‘search NatYes/RBYes’ drove a 58% uplift in the number of mortgage website page views per week. 
In total 1.087 million people visited the page during the period. 
Tracking revealed not only that the target audience found the TV spot attention grabbing, but the spot was also cited as the 4th most recalled and 9th most liked ad in AdWatch Magazine. 
Mesh Experience Tracking proved that our TV campaign outperformed competitor mortgage ads in terms of emotional engagement, positivity and purchase intent.