I opened up a newspaper today. The usual procession of sensationalised nonsense, global tragedy and 14-year-old celebrities frantically trying to rewind their educations. It took about 30 seconds to read, but then the very last page - the back cover, in fact - caught my eye.
There it is, up there in the picture. A full page advert for the Nationwide Building Society. Nothing out of the ordinary there, right? People need financial services, banks and building societies need to tell 'em where to get 'em. But this ad wasn't selling current accounts. Or mortgages. Or even Smart Junior ISAs (guess what my five-year-old's getting for Christmas!).
It was for Nationwide's excellent refer-a-friend programme, where their 15 million existing members can share the love and invite their friends to switch their current accounts. They get £100 if their friend signs up, the friend gets £100. Everyone - including Nationwide - is a winner.
But wait. There's more. I get home, pour myself a large Lemsip & tonic and turn on the TV. And look what's on: an advert for Nationwide's refer-a-friend programme. Right there. On my telly.
Full page adverts, TV campaigns: Nationwide are going BIG on this whole referral