Insight: There’s £500million of UK savers’ money sat in low interest current accounts. If that money was in a Skipton saver, it could be earning millions of pounds in interest.
Creative rationale: Much like insurance renewals, people are missing out on better deals because switching is seen as hard work. We wanted to spark behaviour change by creating an uncomfortable truth – that by leaving your money in a current account, you’ve abandoned it.
We went away from brand – which is usually positive and aspirational – with the intention of creating an uneasy tension. Instead of the people-focused stock imagery that usually adorns our posters, we went with dark and forboding pictures of cold, hard cash.
The result: This campaign led to one of the Society’s best ever months for new savers. We also had incredible stories from individual customers who taken action off the back of this campaign – one such customer switched £70,000 into a Skipton account.
