FSCS set to launch £3m ad campaign starring Benedict Cumberbatch
The Financial Services Compensation Scheme (FSCS) is set to unveil a £3m campaign featuring actor Benedict Cumberbatch.
The actor, who has appeared in Star Trek Into Darkness and BBC’s Sherlock, has voiced two radio ads for the campaign, which is also set to include print and online activity.
The ’Icons of Protection’ campaign comes two years after a £4m FSCS campaign was scrapped for not have ‘the desired effect’ and failing to raise consumer awareness.
FSCS chief executive Mark Neale said that the new campaign would help raise understanding, and rubbished cost issues: “The costs of the campaign are shared across the full range of financial services and do not result in a large bill for any firm.
“Our research shows a lack of understanding and knowledge about the protection that we provide. Our awareness campaign, which includes the latest version of the radio advert, is designed to reassure the majority that their money and savings are safe, and warn those who unwittingly put their money at risk.”
The FSCS has said that the budget for the campaign, which will run until 31 March 2014, equates to less than 0.5 per cent of what the financial services industry spends each year on marketing and advertising.