TotallyMoney: Current Account Switch Campaign

The Problem

Switching rates for the current account offer were low, but the data suggested this wasn't a lack of interest. It was a perception problem. Something about how the switch itself was being framed was holding them back.

The Approach

I re-centred the messaging around the Current Account Switching Service itself, repositioning the switching process as the product's key value driver rather than a hurdle to get through before the benefit arrived. The mechanism of switching became part of the pitch, not an obstacle to be minimised.

The Result

The campaign delivered a 2.8% boost in card click rate and a 2.9x increase in booked accounts. A follow-up push notification building on the same messaging generated the highest revenue since the campaign's launch.