Engine Group launches multimillion pound BACS campaign to promote switching

Engine Group agencies are behind a multimillion pound campaign on behalf of payment service BACS to increase awareness of the Current Account Switch Service.

BACS took over the service, which facilitates the easy switching of current accounts from one bank to another, from the Payments Council last year.

Now Engine Group firms Partners Andrews Aldridge, Engine Strategy and MHP Communications have launched a multimedia campaign to raise awareness of the service.

The agencies employed traditional PR methods, such as engaging with price-comparison website Money Supermarket to write stories about the two-year anniversary of the switching service. They have also earned coverage in The Times.

The campaign also includes a large spend on paid-for advertising, including a slot on ITV during the Rugby World Cup opening ceremony last Friday - which can be seen below.

The aim of the public awareness campaign is to demonstrate the benefits of switching and give consumers the confidence to do so.

Engine told PRWeek that success would be measured against "Treasury-dictated" awareness and confidence levels of 75 per cent among consumers.

Mark Davison, managing partner at Engine, said: "The campaign is eye-catching and fun, and we believe that our strategy will effectively deliver the ‘Simpler World’ proposition and the benefits of stress free switching."



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