Campaign details

Brand: RBS

Campaign Overview

Marketers don't expect to create a campaign asking customers to join a competitor.

But RBS needed to meet legal commitments to reduce its SME market share, so it set out on a mission to persuade business banking customers to switch.

Strategy

When it comes to asking customers to join a competitor, the marketing rule book doesn't exist. Driving change would be crucial because:

  • Just 4% of SMEs switch annually
  • Customers needed to be convinced switching was the best option
  • They were switch resistant
  • Customers might ask, "What's the catch?"

RBS needed customers to think more like savvy consumers: to see switching as a way to achieve rewards and benefits.

A comparison website drove the customer journey, making the process easy and breaking down barriers.

Customers were driven to view exclusive offers that outstripped rivals' deals.