Get Paid, Not Played

Client: Atom bank

Atom’s "Get Paid, Not Played" campaign highlighted big banks’ poor behaviour when it comes to passing on interest rates to savers. As interest rates and inflation surged, the four largest banks in the UK reported huge boosts in profits. However, this was achieved at the expense of loyal customers who, despite the rise in interest rates from 0.25% in January 2022 to 4.5% by June 2023, were offered interest rates of less than 1% on their savings.

The campaign aimed to raise awareness about the losses faced by customers saving with traditional high street banks. By encouraging individuals to explore alternative options and maximize their savings during a cost-of-living crisis, "Get Paid Not Played" positioned Atom as a consumer champion committed to providing fair value for savers. Employing a data-driven approach, it utilised research and analysis to reinforce its evidence-based stance, conveyed through media briefings and impactful social media engagement. The campaign garnered substantial media coverage, and aligned with broader public sentiment critical of major banks' behaviour. It coincided with the Treasury Select Committee's investigation into the value of savings products offered by lenders, further amplifying Atom's voice in the debate. Post-campaign, reports indicated a significant shift of £25 billion from current accounts at Barclays, Lloyds, and NatWest Group, signalling a tangible impact. Under the combined pressure of the Atom campaign, government scrutiny, and regulatory interventions, high street banks responded by increasing their rates. This collective effort led to improved outcomes for customers who chose to remain with these institutions.