First Direct to launch collage art campaign

Online and telephone bank First Direct is launching a new brand campaign, called ‘impressions’, which focuses on customer sentiments surrounding the firm using pin art.

The concept, created by JWT Cheetham Bell, looks at First Direct’s customer’s impressions of the bank and uses pin art to illustrate the bank’s commitment to customer service and satisfaction. The multi-channel campaign includes online, press, tube car posters, and static and animated underground poster sites.

Its goal is to raise awareness of the First Direct brand and encourage people to switch to the direct bank.

The pin art is created using images of customers who have commented positively about first direct on the ‘Live’ site’s ‘Talking Point’ section. Each pin head is an image which signifies a first direct customer.

There is also an online animated version the image that drills down to show actual comments taken from ‘Talking Point’ on the live site.

The images chosen include a heart, £100 and £200, and thumbs up, relating to how customers have commented positively about the bank and its guarantee offers.

Natalie Cowen, marketing communications manager at first direct, says: “The visual impact of pin art is fantastic especially as it’s created using images of customers who’ve had a positive experience with us.”

Last week, the bank launched a campign targeting customers who want to switch banks in the new year under the umbrella theme of “re:solutions – offers you’ll want to stick with”. The ads were created by agency Dialogue141.

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.

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