Brief 2 Switching Banks (MayJun 2005)
Getting customers to switch banks is, in the words of Polly Cochrane, Director of Marketing at Channel 4 and member of the judging panel, "probably the most well-resourced advertising problem in the world". The vigorous debate that took place among the judges centred around whether the problem was best approached by stressing the positive benefits of switching banks or by focusing on customers' dissatisfaction with their current banking arrangements. This was a very demanding brief, the second in the 'World's Toughest Briefs' series, and one that stretched the talents of Creatives to the limit.
After great deliberation, the panel chose a winner: advertising Creatives Vincent McEvoy and David Ryland, who received GBP 1,000 for their 'Change Your Bank' idea.
McEvoy and Ryland originally teamed up at O&M, and now work together as freelancers, chiefly for non-profit organisations such as Christian Aid, Age Concern and Friends of the Earth.
Their idea was an attempt to tackle the inertia that prevents people from switching bank accounts, and contained the simple line: 'If you must throw your money away, give it to a charity, not your bank.' The judges felt that their concept managed to reach both the heart and conscience of the consumer by highlighting the importance of changing bank account when unhappy with existing arrangements. As Polly Cochrane pointed out 'We are rewarding an idea that has recognised that you need to give people a positive reason to switch'. Greg Delaney, Chairman and founder of Delaney Lund Knox Warren & Partners, felt that although none of the entries answered the brief completely, "the winning campaign at least attempts to give positive reasons for you to change your bank."
The main challenge to McEvoy and Ryland's winning idea came from Alexey Fedoseev, senior designer at Euro RSCG Skybridge, with a filmed entry entitled 'Why are you loyal to them?' which likened the idea of switching bank accounts to a woman dumping her boyfriend after years of neglect. 'I thought this ad would have great cut-through,' said Dianne Thompson, chief executive of lottery operator Camelot. "It is quite different from most financial advertising. It is the kind of ad that would keep you watching right to the end to see what it was trying to say."
A further three entrants were commended by the judges: Susan Lindsay for her web design project 'Switching Banks', Wendy Spires and Ben Francis and Martin Gent and Ross Cockrill, recent advertising graduates from Surrey Institute of Art and Design.
Winner
Vincent McEvoy and David Ryland
Award-winning Creatives Vincent McEvoy and David Ryland originally teamed up at O&M. They now work together as freelancers, chiefly for non-profit organisations such as Christian Aid, Age Concern and Friends of the Earth.
Runner up
Alexey Fedoseev
Alexey is a senior designer for Euro RSGC Skybridge. He was also successful in the Digital TV pitch, with one top-three entry and another placed on the shortlist.
Runner up
Susan Lindsay
Susan currently works as a sales support executive at Martin Currie. She was formerly a graphic designer for Edinburgh Fund Managers.
