Current Account Switch Service and Pay.UK have targeted 18- to 24-year-olds with a music-themed campaign that encourages them to switch to a bank account that best suits their needs.
The campaign embeds the service into music and media that young people naturally engage with. To ensure the campaign resonated with this target audience, the campaign was developed with input from Gen Z so it reflects their preferences and priorities.
As part of the campaign, Current Account Switch Service has teamed up with emerging artist Libby Whitehouse to produce a full-length music video for song titled ‘Switching It Up’ and Keanan for a wild west-themed music video for ‘Switch.’
The full videos have been released on YouTube, Spotify and Apple Music, and are backed up with behind-the-scenes footage and teasers for each video too.
The campaign targets this age group because they’re often at a key stage in their financial journey whether that’s starting university, entering the workforce or managing money independently for the first time.
However, many customers don’t realise that switching accounts is simple, secure and can offer better services, benefit or digital experiences suited to their needs.
Therefore, the campaign communicates that the Current Account Switch Service gives them the ability to make informed choices and switch to a bank account that best suits their needs.