Team GB sponsor NatWest delivers team talk to unify and inspire nation

With the Paris 2024 Games very much on the horizon, Team GB sponsor NatWest linked up with several British Olympic and Paralympic legends to inspire the nation to reach their (financial and personal) goals via a ‘Natwest Team Talk.

Objective

The activation’s aim was to leverage the 100-days-to-go point to inspire Brits to ‘stay on track when it comes to achieving their goals – be they financial, personal or professional’. And to position NatWest as a brand which can help them achieve this. The campaign was informed by fresh brand backed research which found that ‘getting fitter’, ‘becoming healthier’ and ‘improving finances’ were Brits’ top goals.

But, while 56% of British adults stating that improving their financial situation is what motivates them most in life, 80% of them have already given up on their money-based New Year resolutions by April. The Onepoll study, commissioned by NatWest amongst 2,000 British adults in February, pinpointed April as the month when the majority of people who have set resolutions for the year lose motivation.

Activation

Launched on 15 April, 48 hours ahead of ‘100-Days-To-Go’, the leading athlete team talk set out to give the country a motivational boost this Spring/Summer.  The financial services sponsor amassed a strong line up of Team GB medalists – including Sir Chris Hoy, Max Whitlock MBE, Helen Glover MBE, Emily Campbell and Beth Shriever MBE – for a pep talk to encourage viewers across the country to strive to reach their own personal and financial goals (however big or small they may be).

The activation strand was spearheaded by a hero spot titled ‘Team GB Team Talk To Inspire The Nation’ which included the copy: “Setting a goal and sticking to it can feel hard. Nobody knows this better than our Team GB athletes – so watch our Team Talk and get inspired. Let’s get going! Tomorrow Begins Today.”

https://www.youtube.com/watch?v=B_s05z0T0kE

The team talk was amplified across owned digital and social channels and through a PR push by Taylor Herring and the content sought to drive viewers online to via https://www.natwest.com/teamgb.html.

“As Team GB’s official banking partner, we are incredibly excited to be supporting the athletes headed to the Paris 2024 Olympic Games. As well as getting behind Team GB, we’re hoping to inspire people across the nation to both come together to support the team as well as get going to reach their own goals. Our Team GB athletes are hugely inspiring, so we hope their words and experiences can help motivate the nation. Whatever your goals – let’s get going.”  NatWest Chief Marketing Officer Marg Jobling

“As a professional athlete, I know first-hand the significant role motivation plays in achieving your goals. During my training for each of the Olympic Games, my coach’s words of encouragement and the unwavering support of the entire nation were a huge part of my motivation. Whatever your goals are, we wanted to be part of the Team Talk to inspire you to get there – just like the way our coaches inspired us. That’s why I’ve teamed up with Team GB partner NatWest and a whole load of other incredible athletes – so whatever your goals are, you have the motivation to strive for the finish line.”  Sir Chris Hoy (Six-Time Olympic Champion)

Comment

This April activation strand followed NatWest’s February Team GB partnership launch phase which ran under the title ‘Tomorrow Begins Today: Let’s Get Going’ and was created by a multi-agency team which included The&Partnership, Pitch Marketing Group, The Laundry Room and CRXSS.

NatWest, the official banking partner of Team GB, is leveraging the partnership to champion the potential of people throughout the nation. The collaboration aims to boost support for Team GB athletes throughout their careers by providing financial advice, guidance and resources ‘to help them set up businesses, expand side hustles and support their general financial confidence and planning’.

The NatWest research found that the Top 10 goals set this year by British adults at the start of 2024 were:

1. Getting fitter (35%)
2. Becoming healthier (30%)
3. Spending more time with family and friends (23%)
4. Travelling (23%)
5. Financial goals (21%)
6. Reducing debt (16%)
7. Becoming more organised (14%)
8. Work/life balance (14%)
9. Spend time on mental wellbeing (14%)
10. Having more flexible income to spend on treats (12%)

Regarding the leading stumbling blocks preventing people achieving their financial goals this year are:

1. Setting unrealastic goals (16%)
2. Laziness (10%)
3. Lack of motivation (8%)
4. Too many distraction (7%)