Bacs - Making switching effortless

We shifted one of the UK’s most ingrained misconceptions: that changing a current account is too much hassle…

Making switching easy

The Current Account Switch Service (run by BACS) launched in 2013. It meant that ordinary people didn’t have to stick with the same current account they’d had for decades – instead, the service allowed them to take advantage of better offers and switch their current accounts simply, quickly and without any hassle. With 3 million people already having switched their current account, BACS were keen to continue momentum and inspire further awareness and confidence in the service.

Providing a human face

In order to inspire a new wave of confidence and trust, we knew a step change was required. So we transformed the 2013 campaign through a programme of user research. From these insights, we created the ‘Switch Guarantee Guy’ – a smooth operator, who embodied the attributes of the Current Account Switch Service. Approachable, straightforward and honest, the Switch Guarantee Guy oozes the kind of confidence that the service inspires…

Providing a human face

In order to inspire a new wave of confidence and trust, we knew a step change was required. So we transformed the 2013 campaign through a programme of user research. From these insights, we created the ‘Switch Guarantee Guy’ – a smooth operator, who embodied the attributes of the Current Account Switch Service. Approachable, straightforward and honest, the Switch Guarantee Guy oozes the kind of confidence that the service inspires…

Triggering memorability

But it wasn’t enough to simply offer a friendly face – people needed to remember the Switch Guarantee Guy. We gave him his own theme tune, a reworking of the iconic ‘Shaft’, by Isaac Hayes. Our version, ‘Switch’, functioned as a shortcut to memory, enabling our audience to not only recall the campaign, but to positively associate the service with confidence and ease. The campaign is running across TV, cinema, radio, social media and press.

3m +

Switches

80m

Impressions online

73%

Said ‘Switch!’ is a likable campaign