The leading debit card, Switch, is changing the focus of its
advertising in the run-up to Christmas with a campaign to emphasise how
easy shopping with Switch can be.
Three executions, by CDP, will run on 6-sheet posters on the London
Underground and at British Rail London terminals from 29 November.
Each poster is designed around the proposition of ’simplicity’ and aims
to tell consumers that they can save time by using the Switch card. They
also illustrate the various situations in which the card comes in
One poster shows a man over a pile of spaghetti in a restaurant and the
line: ’Order it. Eat it. Switch it.’ The second features the face of an
excited shopper through his new lava lamp and the line: ’Spot it. Dig
it. Switch it.’ The third takes a similar tack to remind shoppers they
can also use Switch to buy perfume.
The campaign was created by CDP’s Phil Forster and Tim Brookes, with
photography by Richard Mummery. Media planning and buying is handled by
Nigel Turner, head of marketing strategy for Switch Card Services, said
the time had come to move on from the company’s ’It’s time to Switch’
campaign to advertising that made Switch a part of everyday life.
Christmas is the busiest time of the year for Switch, which clocked up
more than 100 million transactions last December, with a total value of
pounds 3 billion.
The debit card, which was launched in 1988, is now accepted in more than
350,000 different outlets.