Showcase

The Brief
Create a practical and inspiring lifestyle magazine with newsstand values. Use it to raise awareness of the range of services RBS offers and reinforce its authority, professionalism and helpfulness on all matters financial. Achieve cut through in a crowded marketplace.

The Challenge
Sense has to keep customers engaged with the bank In challenging economic times. It has brand advocacy, retentIOn and sales goals at its core. Versions have to be rebranded and segmented into RBS/NatWest editions, also for customers with a wide range of incomes, and those who already hold specific products.

Editorial Response
Be genuine, be upfront: we're here to help you manage your money. Place practical advice in every corner. Enlist the bank's senior managers for properly useful face-to-face customer advice sessions. Spell out how to be more successful in managing finances at home, at work, on holiday, in a new business venture... everywhere. Be really helpful In an easy and entertaining way.

Results
Customers love Sense, and commend RBS for taking this initiative. 87% declare it a good way to learn about the bank's products and services.