Campaigns: City & Corporate - Consumer Focus puts ISAs in spotlight

Campaign: Consumer Focus Super-Complaint
Client: Consumer Focus
PR team: In-house
Timescale: April-June 2010
Budget: £0

Consumer Focus champions consumers across England, Wales, Scotland and Northern Ireland. Policy work found millions of savers were losing out because of the actions of ISA providers, so the organisation decided to issue a 'super-complaint' to the Office of Fair Trading (OFT).

Objectives

- To raise the profile of Consumer Focus

- To engage MPs, public sector bodies and other consumer bodies in the campaign

- To encourage consumers to check their ISA interest rate and switch accounts.

Strategy and plan

The campaign was timed to coincide with 'ISA season' - the time of year most people open, switch or top-up ISAs. A press release was sent under embargo to broadcast, print and personal finance journalists highlighting that savers were losing up to £3bn in interest. The OFT announced its findings of the 'super-complaint' in June, and the PR team contacted stakeholders.

Measurement and evaluation

The campaign secured 503 pieces of coverage. The story appeared on BBC Breakfast, GMTV, Today, BBC Radio Wales, The One Show, Working Lunch, BBC News 24, Sky News, Radio 2 and Radio Five Live.

Results

The complaint led to banks increasing the interest available to consumers.

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