According to a recent study, more than 11 million individuals in the UK have less than £100 available in an emergency, and in an effort to encourage people to start saving, the Nationwide Building Society has launched the new savings-focusing campaign -- 'PayDay SaveDay.'
The campaign features stand up comics who share their somewhat misguided financial advice, ranging from storing money in your brassier, to leaving money in your jacket pocket. The tagline of the campaign -- "It's easier to save if you do it the day you're paid" -- underscores real financial advice the financial institute hopes you take to heart.
Nationwide hopes the PayDay SaveDay campaign serves to "help get the subject of saving talked about, but crucially in a way that means people feel understood and not judged," and uses relatable humor to connect with consumers.
Comedic Savings-Focused Campaigns
Nationwide Encourages You to Save with 'PayDay SaveDay' Campaign
Trend Themes
1. Humorous Saving Campaigns - Brands can leverage comedic content to promote financial literacy and encourage saving habits among consumers.
2. Payday Savings Programs - Financial institutions can introduce savings programs that align with consumers' payday cycles to promote consistent saving habits.
3. Comedy in Financial Services Marketing - Financial service providers can use humor in their marketing campaigns to engage with consumers and humanize their brand image.
Industry Implications
1. Banking - Banks can create targeted savings products and services that cater to consumers who live paycheck to paycheck.
2. Consumer Goods - Consumer goods companies can partner with financial service providers or launch their own savings initiatives to promote healthy financial habits among their customers.
3. Entertainment - Entertainment companies can create humorous content that incorporates financial education and promotes positive saving behaviors among their audiences.