First Direct campaign taps into New Year resolutions

Online and telephone bank First Direct is targeting customers who want to switch banks in the new year with an integrated campaign promoting its product offers.

The campaign, which will include digital, press, direct marketing and call centre activity under the umbrella theme of “re:solutions – offers you’ll want to stick with” has been created by agency Dialogue141.

Using First Direct’s signature black and white colour scheme, the ads claim to present new offers in a witty and intelligent way, while focusing on the bank’s no-nonsense banking theme.

These include re:place – offering three months’ free home insurance; re:assure – offering £100 life assurance cashback, and re:fresh – offering 0% for 15 months on First Direct gold card balance transfers.

First Direct marketing communications manager Natalie Cowen says: “Simple ideas are often the best, and the ‘re:’ concept worked well not only on the online customer communications, but translated well into direct mail and press and online ads for new customers.”

The design is also used on the offers homepage on the First Direct website, website banner ads, direct mail packs, internal banners for offices, bank statement inserts and press ads.

In November, First Direct appointed experienced e-banking marketer Paul Say as head of marketing. He joined from HSBC Bank International in Jersey, where he was head of marketing and communication. The online bank is looking to develop its social media activity further.



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