In my previous post, I talked about how Natwest’s new ad campaign fell short because TV and digital were not integrated. The TV advert creative contained the call to action ‘Search NatYes’ yet NatWest did not have a listing in the organic results for that search phrase. They effectively paid twice by running PPC ads to try convert the visitor.
The post generated a lot of shares, comments on the blog and some twitter conversations. Whilst reading further around the subject I discovered a couple of interesting things.
Firstly, Natwest are owned by RBS and it transpires that the same advert has been shot twice – once for NatWest and once for RBS – with different accented boy actors to cater for different regional markets.
Both use a similar call to action in the TV ads – either ‘search NatYes’ or ‘Search RBYes’.
Secondly, as you’d expect given the same marketers & agency, both campaigns experience similar digital integration problems. However, to compound it, the RBYes campaign has encountered another unfortunate issue.
When you type in ‘RBYes’ to Google, the search engine has tried to helpfully correct what it believes to be a misspelling. So instead of information on RBS mortgages you get…