As well as directing the hidden camera trick, Joly also provided the voice of the sofa. The furniture initially offers its sitters gifts and jokes, before rebuffing them in favour of other passers-by.
M&C Saatchi told Event there is a possibility that the sofa will be visiting other destinations in the UK. A video of the stunt will be incorporated as part of a planned series of media banners, which will feature in Natwest’s YouTube homepage takeover on 24 October.
The marketing stunt forms part of the bank’s Goodbye, Hello campaign, which aims to rare awareness of its commitment to fairer banking. ‘That Sofa’ was designed to highlight how the best deals are often given to new customers.
Derek Hemphill, senior marketing manager at NatWest, said: "This campaign is all about demonstrating how we are putting loyalty and fairness first. The hidden camera stunt with Dom Joly is the perfect way to illustrate how customers feel about the unfair practice of always giving the best deals to new customers."
Gabrielle Bell, strategy director at M&C Saatchi, added: "Digital allows us to push boundaries in banking communications, tangibly demonstrating what the promise to put fairness first really means for NatWest and RBS customers. Fairness can be quite an abstract concept, so we have positioned it against the unfair treatment that many people still experience in the form of our fickle and grouchy couch."
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