2017 Silver Public Sector

Engine led by Partners Andrews Aldridge

Client: Bacs – Current Account Switch Service

The Switch Guarantee Guy

Campaign overview

The Bacs Current Account Switch Service unites over 45 banks, and promises a simple switch for all.

Time, then, to tell the whole of the UK.

Strategy

Switching banks can seem like a huge challenge.

And an unnecessary worry.

People worry that it's too difficult to do and that their money will go AWOL, so they don't take advantage of the great deals on offer.

The Current Account Switch Service seeks to make everything easier. But the service needed a campaign to build trust – and to meet 75% spontaneous awareness, as tracked by ICM Accord.

Research showed that since its launch in 2013, over 3 million people had already switched without a hitch using the service.

Bacs decided to build on this reassuring track record and show the public just how effortless switching could be.

Creativity

Bacs created a slick new frontman for the brand: a guy with smooth moves and a soundtrack the public couldn't ignore.

'Switch Guarantee Guy' is the personification of the Current Account Switch Service and the 'smooth moves' it delivers.

Singing a reworked version of the classic theme tune from Shaft, Switch Guarantee Guy empowers everyone to switch, by allaying their fears about the process. The iconic 'Shaft!' lyric changed to 'Switch!' to make the ads memorable.

To bring the noise, Bacs brought in renowned composer, John Altman, to record a new arrangement of the track, a 25-piece orchestra to perform it, and director Peter Cattaneo to deliver a seamless production.

Switch Guarantee Guy was introduced to the nation in September with a UK-wide TV takeover.

Building on the launch, Bacs hit people with the 'smooth' campaign across TV, cinema, radio, press, Facebook, Twitter, YouTube, Spotify, Snapchat and LinkedIn.

Results

The campaign hit the 75% awareness target the month of launch.

It then exceeded target for the next 11 consecutive months, with almost eight in 10 people recognising the service the all-time high.

In Populus campaign effectiveness research, 60% described the ad as memorable. This increased to 68% amongst 18-24s. Digital activity showed similar success, with an average ad recall lift of 28% across YouTube and 19% on Facebook.

Confidence in the service also grew, with 63% seeing Switch Guarantee Guy as trustworthy, compared to just 47% of people saying that they trust their own bank.

Almost 1 million people enjoyed a hitch-free switch while the campaign was running.

Team

Steve Aldridge (Executive Creative Director) Engine - Ross Newton (Creative Director) Engine - Richard Worrow (Creative Director) Engine - Jenna Thomas (Copywriter) Engine - Bilel Labjaoui (Art Director) Engine - James Fairburn (Senior Art Director) Engine - Helen Sharp (Senior Copywriter) Engine - Carole Eppleston (Senior Art Director) Engine - Guy Sexty (Head of Design) Engine - David Jupp (Digital Designer) Engine - Darren Stevenson (Head of Digital Display) Engine - Anne Pieckielon (Director of Product and Strategy) Bacs - Mike Hutchinson (Director of Scheme Support and Development) Bacs - David Core (Strategy and Regulation) Bacs - David Piper (Manager, Account Switching Services) Bacs - Nikki Bunn (CASS Product Development Manager) Bacs - Anthea Hughes (CASS Communications Consultantq) Bacs - Sam Amos (Project Manager) Bacs - Tony Hickin (Project Manager) Bacs - Kerris Macauley (Head of Public Relations) Bacs - Tom Papaloizou (Strategist) Engine - Diane Gracie (Senior Account Director) Engine - Daniel Scaife (PR and Social Media Manager) Bacs

Contributors

Academy (Films Production Company)