The Corporate Gamble Behind Annoying TV Adverts

  • Brendan Canavan

Press/Media: Expert Comment


Nationwide seems to simply be hoping to stand out by any means necessary. They are banking on recruiting new customers as a result of the attention generated by Flo and Joan. Next time you think about setting up an ISA, you might just remember their songs before you think of one of their rivals.

Nor does it really matter if these new customers become irritated with the brand, because the finance sector relies on apathy. Once signed up, a customer is likely to remain with a financial provider, no matter how aggravating their advertising.

So there is more to Flo and Joan than social media commentators give them credit for. Contrary to what viewers might be thinking as they hastily switch channels, they represent meticulously planned and well executed advertising.

Period13 Mar 2018

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