2018 Bronze Financial services
12 Dec 2018
Agency: Engine, Partners Andrews Aldridge
Client: Bacs, Current Account Switch Service
Campaign name: Switch your situation, CASS
Campaign overview
Giving youngsters an itch to switch
The brief
Millions of UK consumers switch bank accounts to get a better deal, but young people aren’t as easily swayed so needed to be encouraged
Strategy
Because 18 to 24-year-olds are frequently short of money, they are always on the lookout for deals. Despite many still using the account their parents set up for them, most weren’t interested in a change.
The campaign had to highlight the ease of switching using CASS. To close the disconnect between young people and banks, CASS wanted to highlight the benefits on offer with alternative accounts.
Potential rewards, like meals out and free cinema tickets, could open younger customers’ eyes to the possibility of switching to an account that better suited their needs.
Creativity
Building on the success of the previous mass audience approach from CASS, the Switch Guarantee Guy hit digital platforms.
The campaign, “Switch Your Situation”, swapped mundane scenarios to ones the audience would find rewarding. For instance, Switch Guarantee Guy took people from eating a never-ending diet of beans on toast at home to having a tasty roast dinner in a pub. He also switched them from watching boring re-runs on their laptops to enjoying a movie at a comfy cinema.
To ensure the campaign was seen by the right people, CASS used VOD, Spotify, Facebook, YouTube and Snapchat. With a Snapchat Lens people could scan their faces to watch themselves switch from a sad to a happy situation, then share their experience.
Results
The campaign garnered a 21% uplift in switching awareness, as well as a 16% increase in people thinking CASS was relevant to them. Additionally, more than two thirds of the target 18 to 24 demographic said they would be interested in switching to get better perks, a 30% increase compared to precampaign levels.
The Snapchat Lens succeeded, with an average play time of 17 seconds compared to a benchmark of eight
seconds, and more than 5.5 million plays against a benchmark of three million plays. Overall, the campaign transformed a lowinterest subject for the target audience into a subject they interacted with.
Team
Partners Andrews Aldridge - Sam Paiolo, Senior Account Director - Phoebe Newman, Account Manager - Natalie Heselton, Business Director - James Bailey, Senior Account Manager - Rich Worrow, Creative Director - Nick Coates, Copywriter - Gabs Kohli, Art Director - Guy Sexty, Head of Design - Elly Belden, Designer - David Jupp, Designer - Helen Powlette, Producer - Aaron Goldring, Executive Creative Director - Ross Newton, Creative Director - Helen Sharp, Senior Copywriter - Carole Eppleston, Senior Art Director
Engine - Becca Dyson, Senior Strategist - Simon Mutter, Head of Strategy
Bacs - Nikki Bunn, Product Development Manager - Anthea Hughes, CASS Communications Consultant - David Piper, Manager, Account Switching Services - Anne Pieckielon - Director of Product and Strategy - Sam Amos, Project Manager - Mike Hutchinson, Director of Scheme Support and Development