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Latest Current Account Switch Service campaign launches

Anne Pieckielon, Director of Product and Strategy, BacsPosted on 24 August 2018

The latest Current Account Switch Service (CASS) communications campaign, specifically targeting 18-24 year olds, went live recently across digital, social, and outdoor and we’ve been delighted with
the response so far.

The ‘Switch Your Situation’ campaign highlights the ease and reliability of using the seven-day service, as well as the many benefits that are available through switching current account. Importantly, this new targeted campaign fulfils a key Competition and Markets Authority (CMA) undertaking.

We know that switching isn’t always front of mind, and we don’t necessarily consider the many benefits which could be available from shopping around for a current account. While a headline monetary incentive might be appealing, other elements such as preferential interest rates, rewards, banking apps, availability of local branches, customer service levels, cashback, and better overdraft arrangements are all worth considering as well. Over the long term, benefits such as these could save money, time and hassle.

Our new 20 second advert (click here to view) will work with three six second edits (also available on YouTube) and will be accompanied by activity on digital audio channels, and social activity on Snapchat, Instagram and Facebook, including re-running our popular Snapchat sponsored ‘Lens’.

We are also thinking outside of the box to raise awareness. For instance, the campaign will see beermats placed in national bars and pubs, and some digital outdoor executions running in university campuses.

But that’s not all. We are currently working hard on further campaigns for the remainder of 2018 and we’ll update on these plans later this year.

In the meantime, to find out more about the service, visit