The Pay.UK Current Account Switch Service has launched a campaign titled "Avoid unwanted surprises", created by House 337.
The campaign targets individuals who are financially stretched, a group that accounts for nearly half of the UK adult population, aiming to reassure them about the ease and reliability of switching bank accounts.
Building on the “Maybe it’s time to switch” platform, the campaign emphasises that CASS guarantees a seamless and surprise-free process.
At the centre of the campaign is a 40-second film called "Blind date", directed by Rosie May Bird Smith through Biscuit Filmworks. The TV ad depicts a woman meeting her blind date, only to face an unexpected and awkward encounter.
A voiceover compares blind dates to switching bank accounts, reassuring viewers: “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.”
On social media, six short videos explore comedic blind date scenarios, such as a date bringing a ferret along or a date who is overly keen.
The campaign unfolds across cinema, YouTube, radio, social media, outdoor displays and print.
Humorous depictions of common mishaps, such as trailing toilet paper on your shoe, connect to the broader theme of avoiding unwanted surprises.
To enhance brand recognition, the campaign also introduces new sonic branding, created by Massive Music, which will feature across all platforms.
The campaign is informed by extensive research into the concerns of individuals who face regular financial challenges, highlighting their desire for financial control.
It aims to maintain high public awareness of CASS while addressing the fears of those who might be hesitant to switch bank accounts.
The campaign launched across major media platforms today (Monday 20 January).
Media planning and buying was handled by the7stars.