In the UK, the student banking market is highly competitive, which is why each year NatWest offers a compelling package to attract new students. In 2004 they offered a 5-year railcard worth £100. NatWest needed to showcase this offer, provide details of the student account package and guide students to the online application process.

Over half the 'fresher' UK student population visited the site during the campaign period and 15% of visitors went on to apply online for a NatWest Student account. There was a 500% increase in volume of online student account applications over the previous year.