2019 Bronze Best Digital Experience

Client: RBS

Campaign Name: Business Unusual: Business Banking Switch

Campaign Overview

Marketers don’t expect to create a campaign asking customers to join a competitor.

But RBS needed to meet legal commitments to reduce its SME market share, so it set out on a mission to persuade business banking customers to switch.

Strategy

• Just 4% of SMEs switch annually
• Customers needed to be convinced switching was the best option
• They were switch resistant
• Customers might ask, “What’s the catch?”

Creativity

Comms grabbed customer attention, announcing: “We really are asking you to switch banks!”

The website was designed to build interest in switching and to capture warm leads for participating banks.

RBS created a pool of engaged customers ahead of launch, then warmed them up to the idea of switching.

A drumbeat of engagement built a sense of anticipation and excitement.

Following initial launch, ongoing work supported with consistent messaging across every channel.

Multiple videos connected with eligible customers on a peer-to-peer basis.

Results

• Customers who successfully switch are highly likely to recommend Business Banking Switch, with a Net Promoter Score of +52
• The website delivered on broader requirements to present offers from up to 10 participating banks
• 85% of switchers agreed RBS made the process easy

The Team

Andy Hammerton, Senior Communications Manager, RBS

Contributors

Savanta, Paragon Group