Nationwide, UK’s largest building society by
assets, has tied up with ITV for its first paid-for-placement of a
product in one of UK’s most popular and longest running soap
operas, Coronation Street.

A Nationwide ATM has been placed inside one of
the lead characters, Dev Alahan’s corner shop, replacing an
unbranded prop cash machine, and a Nationwide branded sign board
has also been placed outside the shop.

The deal is reported to be for an initial period of four months.
Both the Nationwide ATM and Nationwide sign board will appear in
episodes airing from the week commencing 14th November.

Marketing director at Nationwide, Andy
McQueen, said, “We are really excited to be working with Coronation
Street by providing an ATM for Dev’s shop to bring Nationwide into
the everyday lives of its 9m viewers.”

McQueen added that Nationwide is “always
looking for new ways to engage with our existing members and new
customers and feel that this partnership fits in really well with
our overall marketing approach.”

has launched its new ‘On your Side’ campaign in September –
targeting existing and new customers
– which has overhauled
Nationwide’s entire marketing and advertising approach to focusing
on how the building society is there for its customers.

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Head of content at MPG Media Contacts, Nick
Price, who brokered the deal, said the Nationwide and Coronation
Street association is the first product placement deal for “one of
ITV’s flagship peak-time shows”.

Price added, “We believe it will be the
tipping point for a wave of new product placement deals over the
coming year.”

Gary Knight, commercial content director at
ITV said, “Editorial integrity remains at the heart of what we do
as we continue to talk our clients about a number of product
placement opportunities, spanning a range of programmes and

The amount spent on the Nationwide and
coronation Steet tie up has not been revealed.

Get the October issue of RBI to read the
full interview with Nationwide’s marketing director, Andy McQueen,
about Nationwide’s new ‘On You Side’ campaign.