Uswitch Puts 'U' in Charge of Price Comparison

Uswitch is launching a new brand platform, ‘We Put U First’, which cements the online comparison and switching service as a consumer champion in the UK.

Created by Lucky Generals, ‘We Put U First’ gives savvy Britons, who are often frustrated with businesses who don’t necessarily have their best interests at heart, a distinctive and motivating reason to choose Uswitch. The platform highlights how Uswitch experts fight for fairer prices and negotiate with providers to offer better deals.

The new brand platform is brought to life through an integrated campaign that will run across TV, radio, social, digital and OOH in the coming months. Today sees the launch of the brand phase of the campaign, to be closely followed by dedicated ads for energy, broadband and mobile. 

The long-term platform, ‘We Put U First’, is inspired by the Uswitch logo and elevates the brand’s consumer-centric philosophy from the past 25 years. In the campaign, the U becomes an icon that represents the thoughts, feelings and situations of the nation, bringing to life the important role Uswitch plays by doing more to give consumers a fairer deal.

For example, in the brand’s lead launch creative, the U finds itself sinking in the ocean in shark-infested waters. A voiceover reads: “Hello, U. It’s stressful when bills are coming at U from all angles.“ The U is rescued by a protective cage that drops into the water and snaps shut, lifting it to safety. The voiceover says: "At Uswitch, our experts fight for fairer prices on your household bills so you could switch, save, and feel more protected.”

Lucky Generals worked with animation experts, ManvsMachine, to create a seriously charming world, and collaborated with the design and content team at Uswitch to ensure a unified approach across brand owned channels. The campaign also features a bespoke musical composition with repeated ‘U’ melody, VO artist, Alice Levine, and a ‘switch’ sonic device, all of which form part of this distinctive long-term platform. 

Rachael Pollard, CMO at Uswitch, said, “At Uswitch we have a rich history of standing up for consumers. We are constantly fighting for competitive prices, better service and greater choice. That’s why more people come to us for their energy, broadband and mobile deals than any other site in the UK. With our new brand campaign, we wanted to find a memorable and ownable way of elevating our core belief of putting customers first. The 'We Put U First' brand platform from Lucky Generals encapsulates this perfectly.” 

Danny Hunt, creative director at Lucky Generals, said, “From the moment we met the Uswitch team, we were struck by the lengths the brand goes to in order to put the needs of Britons front and centre. We wanted to find a memorable way of communicating this consumer-first philosophy. The ‘U in a box’ within Uswitch’s logo was the perfect jumping off point for an iconic U-centric world.”