Current Account Switch Service Campaign Puts Switching Fears to Rest

Life is full of surprises - some good, some not so much. But when it comes to switching bank accounts, surprises are the last thing anyone wants. That’s the insight driving the latest campaign from the Pay.UK Current Account Switch Service (CASS), created in partnership with leading creative company House 337. The campaign continues the successful 'Maybe It’s Time to Switch' platform with a fresh creative direction: 'Avoid Unwanted Surprises.' The campaign directly addresses the apprehensions of people who are financially stretched, approximately 45-50% of the UK adult population. For this demographic, financial control is paramount, and the idea of switching bank accounts can feel like a leap into the unknown. CASS guarantees a seamless switch, ensuring no surprises and providing peace of mind for all.

The campaign aims to maintain a 75% mass awareness of CASS while speaking directly to the unique needs of this audience. Extensive research informed the creative approach, emphasising that those who face regular financial challenges, are financially savvy and hopeful for their future. The campaign celebrates their resilience while addressing their concerns about switching bank accounts.

"Switching doesn’t have to be scary," says Anthea Hughes, marketing business partner, Current Account Switch Service (CASS). Anthea added "We’re here to show that with CASS, it’s a guaranteed smooth experience - no stress, no surprises. Our new campaign reflects the universal truth that life’s surprises are best kept out of your banking."

At the heart of the campaign is a playful yet relatable narrative, brought to life in the hero TV spot, Blind Dates. The ad follows a woman nervously meeting her blind date, only to discover the person waiting for her is someone you definitely wouldn’t want to meet on a blind date. The voiceover reassures: "Blind dates. They’re a bit like switching bank accounts. You don't want any surprises. That's why we guarantee there won't be any when you switch with the Current Account Switch Service."

In addition to the TV spot, the campaign unfolds across cinema, YouTube, OOH, radio, press, and social media, with an extensive suite of creative executions:

• Social Media: Six alternative short-form videos explore blind date disasters, from a date obsessed with their ex to one who brings a ferret along.
• OOH and Press: Humorous depictions of everyday mishaps - such as getting loo roll stuck to your shoe or discovering your workmate found your Reddit account - connect the universal fear of unwanted surprises to the reassurance of switching with CASS.

• New Sonic Branding: The campaign marks the debut of the new CASS sonic logo, an audio signature created by Massive Music that’s designed to reinforce brand recognition across all touchpoints.

The campaign was brought to life by House 337, whose creative vision turned a universal insight into a memorable, multi-channel experience.

“Everyone knows the pain of a bad date, the gut-churning realisation you’ve texted your boss instead of your mate, and being stuck next to someone eating the world’s stinkiest lunch. said Ross Newton, creative director, House 337. Newton added “Life is a minefield of unwanted surprises, so coming up with the campaign idea was the easy part. The real challenge was deciding which situations to include and which to ditch. Sadly, these scenarios are all too relatable for us all, myself included”

The campaign is live across all major media platforms from Monday 20th January.