Financial non-profit the Current Account Switch Service has today (13 January) launched a playful integrated campaign to encourage the public to consider switching their bank accounts.
Created by London agency House 337, the campaign will be spearheaded by a humorous 30-second spot that highlights the fact that like a once-trendy haircut going out of style, a switch-up can always help freshen things up.
Hitting UK-wide TV screens from tomorrow, the ad will be supported by a range of assets across out-of-home, cinema, digital, social media, influencer partnerships and online video.
“Ultimately, we want people to know that the Current Account Switch Service is here so that you don’t need to settle for the same current account if it’s no longer serving your needs,” Pay.UK communications delivery manager, Anthea Hughes said.
“The campaign line ‘Maybe it’s time to switch, with the Current Account Switch Service’ encourages people to explore other current account options; perhaps there’s one that will better suit their needs now.”
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This new brand platform replaces the Pay.UK-operated service’s previous Switch Guarantee Guy creative, as research indicates that vast swathes of the public remain staunchly loyal to their banking provider – even if a better offer can be found elsewhere – due to behavioural inertia.
House 337 creative director, Ross Newton added: “Let’s be honest – people don’t walk around thinking about switching their current account. That’s why we wanted to approach the subject from a new, unexpected angle, and use humour to show that sticking with the same current account is like sticking with the same clothes or hairstyle… forever.
“In each AV spot, we show our hero characters loving their choice until the point where it suddenly doesn’t seem like such a good idea, and they get mistaken for a bin bag, or smash a priceless vase. That’s when they have their epiphany moment and realise that there are other options out there.”
