Date: Saturday 22nd September
Title / project: Bacs - Current Account Switch Service
Agency: Engine (led by Partners)
Senior Account Manager and Senior Account Director: Celia Taylor and Sam Paiolo
CASS Communications Consultant (Bacs): Anthea Hughes
Product Development Manager (Bacs): Nikki Bunn
Manager, Account Switching Services (Bacs): David Piper
Director of Product and Strategy (Bacs): Anne Pieckielon
Copywriter: Charlie Hallam
Creative Director: Richard Worrow
Art Director: Bilel Labjaoui
Project Manager: James Wilson
Strategy Team: Becca Dyson and Simon Mutter
Producer: Tim Page
Senior Project Manager: James Wilson
Media agency: The 7stars
Media planner: Zoe Haywood, Josh Howell, Max Gold, Sophia Stilliard, Amesh Amir, Josh Cook
Production company: 1st Avenue Machine
Director: Bob Partington
Audio Post Production: Grand Central Recordings
Post Production: As above
Exposure (media channels): TV, Digital Video & Social
Published: September 2018
Synopsis:
Create a new communications campaign to target consumers who are less financially engaged.
This weekend, Switch Guarantee Guy returns to continue his quest to ensure that all consumers – particularly those who are less financially confident – are aware of the benefits and simplicity of switching bank accounts.
Building on a string of successful campaigns that have seen over 5 million people switch so far, the latest TV advert for the Current Account Switch Service sees our super-smooth spokesman point out rewards as everyday scenes glide past him on a revolving 360° set.
The campaign, created by Engine’s customer centric agency Partners Andrews Aldridge, is set to specifically target a less financially engaged audience for the first time, explaining the numerous benefits that can come from switching bank accounts.
Partners, teamed up with OK Go and Rag & Bone director Bob Partington to create the ambitious spot. Mindful of their audience’s preference for frankness, and drawing on Partington’s expertise, everything was done in camera and in one continuous shot to emphasise the seamlessness of the switch process.
Anne Pieckielon, Director of Product and Strategy at NPSO subsidiary Bacs, Payment Schemes Limited (Bacs) is responsible for the Current Account Switch Service. She said: “We really believe it’s important that the current account market works for everyone, and we’re excited to be launching a campaign that is inclusive and speaks to people no matter their financial circumstances.”
Richard Worrow, Creative Director at Partners, adds: “Being able to work closely with the Bacs team over the course of the switch campaign has provided us with invaluable insight that we have implemented in our work. The creative reflects the switch process; simple and effective.”