The Guardian and TSB: The Relationship Project, Guardian News & Media
TSB have a problem common to all banks: persuading people to switch their banking over to them is a difficult task. Even if very few of us are happy with our bank’s behaviour, we presume the hassle of switching not being outweighed by the rewards a different bank might offer, means we still don’t ditch them. Turns out as a nation we’d sooner separate from our spouse than our bank. In partnership with Vizeum and TSB, we launched The Relationship Project involving a nationwide ‘relationship census’ asking people to consider whether they would put up with their partner treating them the way their bank does. Launching on Valentine’s Day, and nudging TSB to provocatively ask the nation ‘could you do better?’, our campaign chalked up record average dwell times of 4 minutes on video content and boosted consideration for TSB’s current account as one worth switching for, to 77% among our readers.