Growing awareness and action in an inert market
77%
average awareness 2022 and 2023
48%
of UK adults interested in what CASS can do and know what steps to take next in Nov 2024 compared to 38% in May 2023
75%
of 18-24 took an action after seeing the campaign versus 47% in Nov 2022
The Current Account Switch Service was created in 2013 following a regulatory review of the retail banking industry, to help reduce real and perceived barriers to switching in an inert market.
Our new platform “Maybe it’s time to Switch” launched in Jan 2023 - the creative idea is based on a cultural insight and has a bold new creative approach to cut through. Just because something was good once (something we can all relate to), doesn’t mean it always will be.
Reduced CASS spending power in the face of record inflation, declining Trustmark exposure and cognitive overload from increased distraction from world events had created a tougher environment for our communications to cut through and maintain the KPI.
To address and overcome consumer’s understandable fear that switching is a hassle with few benefits, we created the Switch Guarantee Guy - a smooth talking, smooth walking personification of the seamless process that you experience when you use the service.
