Nationwide Building Society has always prided itself on being different and doing things better than the banks. Our “bad bank manager” campaign reflected this ethos by parodying the unfair way that banks treat their customers, highlighting practices such as “fees for cash machine use abroad” and new products being available to “brand new customers only”, as tactics to serve their shareholders rather than their customers. We positioned Nationwide as the better alternative by building a brand that felt inherently close to customers, with strong empathy and understanding that customers like to be treated well and fairly, backing up the brand’s claim that it is “Proud to be different”.