Current Account Switch Service
The Current Account Switch Service used a karaoke-themed Snapchat AR Lens and multi-format campaign to engage younger audiences. The campaign drove strong awareness, high engagement, and measurable brand lift by combining high-impact placements with shareable creative.
“Activating across Snapchat allowed us to position the Current Account Switch Service as a valuable banking resource in line with the needs of 18-24s, by engaging with this audience across multiple touchpoints. Utilising bespoke AR ads alongside tried-and-tested formats supercharged performance not only at a campaign level, but also in terms of broader brand lift.”
- Nadine Trimmer and Molly Halloran, Paid Social Account Managers (the7stars)
Banking on Attention: Making Switching Feel Less Painful
For years, switching bank accounts felt like something people would rather do anything but deal with. Even with initiatives like the Current Account Switch Service — which makes switching fast, free, and reliable — many consumers simply didn’t bother getting around to it. Habit, perceived hassle, and a general lack of awareness have historically kept people locked into the status quo.
But here’s the twist: Younger audiences (especially 18–24-year-olds) are far more open to change if you can meet them where they are and speak their language. That’s where things got interesting. Current Account Switch Service needed to not only educate but actually engage — turning a traditionally dry financial message into something entertaining, memorable, and share-worthy. No small feat in a scroll-happy, content-saturated world.
From Yawn to Yay: Turning Karaoke into Tangible Brand Awareness
Instead of pushing static messaging, Current Account Switch Service leaned into a multi-format strategy on Snapchat, and brought a little personality to personal finance. At the heart of the campaign was a karaoke-themed AR Lens that invited users to interact, perform, and share.
A high-impact First Lens Takeover kicked things off, generating instant visibility and momentum. From there, the campaign expanded into auction-based placements, optimizing for shares to extend reach organically. Supporting formats like Snap Ads and Commercials reinforced the message across the funnel, creating a surround sound effect that entertained and engaged Snapchatters.
The campaign delivered:
+7 ppt brand awareness (multi-format exposure): Repeated, cross-format touchpoints drove stronger recall and familiarity. 1
+3 ppt ad awareness: High-impact placements ensured the campaign cut through the noise. 1
2.5x higher Lens share rate vs. benchmark: The karaoke concept resonated, turning users into amplifiers. 2
Even the most practical, no-frills services can punch above their weight with the right creative and channel mix. Blending entertainment-first experiences with smart, multi-format reinforcement on Snapchat, Current Account Switch Service proved that financial messaging doesn’t have to feel like homework; instead, it can feel like content people want to engage with. Lean into interactive formats, prioritise shareability, and don’t be afraid to inject personality into traditionally “serious” categories. Because when your audience is having fun, they’re far more likely to listen and act.
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