We wanted to give kids the opportunity to be a part of the development of the new NatWest savings character. By hosting a competition we were able to incentivise kids to take part while also draw on the nostalgia of parents so that they encouraged their kids to participate. We then took inspiration from NatWest’s iconic savings pigs from the 1980s to create a new generation of pigs for a new generation of young savers, bringing to life six fun and engaging characters ‘Pigby and Friends’ who were based on competition winner Kwamina Longdon’s modern day saving pig design. Pigby has also been brought to life in print, digital display and in our bank branches – always with a fun and friendly tone to catch the attention of kids and their parents alike.

More than 250k visited the competition website and over 20k voted against 2,000 designs. Over 56k First Saver accounts were opened (86% YOY growth) and more than 20k Pigbybanks have been redeemed by customers. ‘Pigby’s Fair’ is a world first. Kids increase their savings through their own endeavours and hard work and for the first time have understood that saving goes beyond doing chores and getting pocket money. The App store reviews are very positive with parents saying that their kids love playing the App and are beginning to learn about saving and spending in a fun way.