BACS: Switch your situation, CASS

Current Account Switch Service (CASS), a financial planner, closed the disconnect in the UK between young people and banks by highlighting the benefits on offer with alternative accounts.

Campaign details

Agency: Engine, Partners Andrews Aldridge

Millions of UK consumers switch bank accounts to get a better deal, but young people aren't as easily swayed so needed to be encouraged.

Strategy

Because 18 to 24-year-olds are frequently short of money, they are always on the lookout for deals. But despite many still using the account their parents set up for them, most weren't interested in a change. The campaign had to highlight the ease of switching using CASS.

To close the disconnect between young people and banks, CASS wanted to highlight the benefits on offer with alternative accounts....

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