The Current Account Switch Service is aiming to shake UK bank customers out of their slumber through a new campaign fronted by the “Switch Guarantee Guy”, who is spreading the word that it has never been easier for UK customers to switch current accounts.
The campaign is being led by Partners Andrews Aldridge, and incorporates TV, cinema, radio, social media and press activity. Engine Media and The7Stars handled media planning and buying.
A new website has also been launched to provide customers with help and support on how to switch, as well as listing the participating banks and building societies. Bacs runs the Current Account Switch Service as well as the Direct Debit scheme.
In the TV spot, the Switch Guy brings to life the benefits of the the service through an adaptation of Isaac Hayes’ classic ‘Shaft’ theme tune. The new arrangement was conducted by composer John Altman and performed by a 25-piece orchestra at Angel Studios.
Peter Cattaneo, director of The Full Monty, The Rocker and Lucky Break, directed the ad. It will run in 40-second and 20-second versions across all major commercial TV channels throughout September.
Despite a recent report which claimed three-quarters (75%) of consumers have not switched providers in the last 6 years, and 40% saying they had never changed, so far 3 million people have already switched using the free-to-use Current Account Switch Service.
The scheme is designed to help individuals, small businesses, charities and trusts move their current accounts between banks and building societies in a simple, reliable and stress free manner.
More than 40 banks and building society brands are now part of the service and over 99% of UK current accounts are covered.
Engine executive creative director Steve Aldridge said: “This campaign marks a real step-change, moving from awareness-driven advertising to a marketing campaign that builds confidence and trust in the service. We think it’s a really interesting and powerful way of bringing the service to life.”
Bacs director of product and strategy Anne Pieckielon added: “Over 3 million people have already taken advantage of the current account switch service, and we believe that our new Switch Guy will help even more understand the great benefits of simple and stress-free switching.”
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