NEW 'SWITCH STORIES' CAMPAIGN, ASSURING PEOPLE THAT IT'S EASY TO SWITCH
5th October 2020: Today, the Current Account Switch Service launches a new marketing campaign for individuals and businesses to help them find and switch to a current account that works best for them. Created by ENGINE, the campaign’s message, ‘If money is on your mind, having the right bank account is important’ demonstrates the Current Account Switch Service is available to help people switch to the best bank account for them – potentially offering improvements such as higher interest rates or lower overdraft fees to meet their needs.
‘Switch Guarantee Guy’ returns as the creative’s protagonist, guiding the viewer through scenes featuring financially vulnerable people – including a family, a florist and a young couple – while explaining the key benefits of the switching service.
Many people’s economic situations have been significantly impacted this year with a third (32.66%)* of UK adults saying they are worried about their finances. And it’s not just individuals who are experiencing financial vulnerability – businesses are too with 79%** having applied for at least one Government financial support scheme during the pandemic.
Since its launch in 2013, the Current Account Switch Service has enabled people to access the benefits of switching bank accounts – taking more control over their finances, finding a service that suits their needs or benefitting from incentives such as cinema tickets or cashback. More than 6.7 million switches have taken place using the service. This new campaign pivots away from incentive-based messaging to reaffirm the service’s commitment to help both individuals and businesses get the most from their bank.
Nikki Bunn, Head of Brands and Marketing, Pay.UK: “We’re excited to be launching a campaign that speaks to so many people. The service is for everyone, and especially at this time, we want to assure individuals and businesses that it’s easy to switch to a bank account that’s right for their needs.”
Simon Mutter, Executive Strategy Director, ENGINE Creative: “Choosing a new bank and switching can feel mentally taxing, especially for the financially vulnerable. Our strategy is about taking that stress away. With many people’s financial circumstances changing this year, we want people to know that if they need to switch they can have peace of mind that it will go smoothly.”
The 30” and 20” TV spots launch on the 5th October and form part of an integrated campaign that will run across social, Spotify, radio, digital and press until 8th November.
Creative Director: Ross Newton
Art Director: Jim Fairburn
Copywriter: Scott Vaux-Nobes
Business Director: Del Daoud
Account Director: James Bailey
Account Manager: Semran Kooner
Executive Strategy Director: Simon Mutter
Project Director: Louisa Lewis
Strategist: Isaac Blackbourne
Producer: Toby Tobias
Production Assistant: Olive Andrews
Production company: Dark Energy
Director: Caswell Coggins
Producer: Dominic Wilcox