The Current Account Switch Service is looking to tackle financial procrastination with a humorous new campaign encouraging people to question whether their current account is really right for them.
Created by London agency House 337, the campaign is centred around a 30-second spot that illustrates how sometimes some things simply don’t fit, as a man attempts to train his pet goldfish to behave like a dog.
Smartly drawing the parallels between this scenario and the fact that some people’s current accounts just aren’t right for them, the playful creative aims to get the wider public thinking about how easy it can be to switch banking providers.
With media planning and buying handled by the7stars, the campaign targets the 18-24 demographic and will highlight the importance of finding the right current account for your own individual needs.
“It’s wonderful to see our new brand platform develop with the ‘Fish Whisperer’,” said Current Account Switch Service (Pay.UK) managing business partner, Anthea Hughes.
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“2023 saw us celebrate the tenth anniversary of the Current Account Switch Service and over 10 million switches since the start of the service.
“We hope the campaign encourages more personal and business account holders to consider switching if their account is no longer working for them.”
The hero film will be supported by a series of nationwide executions, including murals designed by illustrator Sam Gilbey in London, Leeds, Manchester and Glasgow alongside sponsored content on streaming platform Twitch on 17 and 18 January.
The7stars strategy director, Ben Edwards added: “Engaging young adults in financial decision-making is a tough call, so we sought an idea rooted in the right environment, and most importantly, one delivered with authenticity. Twitch provided that platform.
“The synergy between gameplay and messaging allows Pay.UK to reach audiences in a natural and entertaining way – it’s about delivering content that complements, rather than disrupts, gameplay.”
