Cannes Lions

PIGS BY KIDS

ZENITHOPTIMEDIA UK, London / NATWEST / 2013

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Overview

Entries

Credits

Overview

Execution

NatWest’s pigs are a brand icon that featured in the bank’s historic advertising campaigns. Through social listening and SEO analytics among parents with children, NatWest identified a well of nostalgia for the 1980s advertising they grew up with.

Original NatWest pigs advertising was embedded in ‘Pigs by Kids’ online films, creating a virtuous connection between parental nostalgia for a much-loved icon and their digital-savvy children’s experience of the brand.

NatWest’s pigs historically a set of china moneyboxes given to children as their savings balances hit milestones, were reinterpreted for a new generation through a digital online mechanic.

Outcome

NatWest’s aim was to maximise competition entries to ‘Pigs by Kids’ and get children and parents thinking again about savings and financial responsibility.

‘Pigs by Kids’ achieved:

Page impressions across the campaign totalling 405,000 page impressions (39% over target of 290,000).

In excess of 2000 video views.

More than 2000 entries

Full engagement by the bespoke network of 30 parenting bloggers throughout the campaign.

Extensive national/regional newspaper and radio coverage of the campaign.

As a result of the success of ‘Pigs by Kids’, NatWest will use the pigs in further social campaigns in 2013.

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