In this advert NatWest highlights how 0% credit cards work, and what sort of relationship they encourage with your bank. The advert see's a customer signing for a introductory rate credit card. Upon shaking hands with the banker the scene transforms into a surreal game of musical chairs. Only one person can win - either the customer who remembers to change their rate when the deal ends - or the bank if the customer forgets. The scene transforms again, now in calm NatWest branch where they have said "Goodbye to credit cards designed to catch you out."

Firstly, we seeded the most surprising ‘new customer’ catcalls and rejections of our ‘loyal customers’ to YouTube, Facebook and Twitter to gain traction.

We then used photographs of the public’s reactions to stir up debate in social channels and guide the social customer service team to land why NatWest were becoming fairer with commenters.

Testimonials were created, interviewing the public after their experiences and quizzing them on how they felt about the concept of new customers being treated better than old.

That Sofa was adapted as an interactive YouTube homepage takeover as well as being brought to life in different rich media builds that simulated the experience.

The campaign was extremely well received through social channels and received record levels of shares and positive engagement:

- Most shared campaign ever for NatWest

- Over 5 million video views

- Highest campaign engagement rate that NatWest has ever had of 10% (compared to 2.1% average)

- Positive sentiment of 85%

Crucially, That Sofa played a significant role in extending the ATL brand philosophy and delivering a tangible example of how and why customers should care about it. Perhaps most impressively, through the line we saw a 15% uplift in people who “trust NatWest to treat me fairly”