Following on from their highly successful 'Live' social media campaign towards the end of 2009 first direct have created a new online brand campaign, 'impressions'.
The concept, created by JWT Cheetham Bell, focuses on first direct's customer's impression of the bank and uses pin art to illustrate the bank's commitment to customer service and satisfaction. Its goal is to raise awareness of the first direct brand and encourage people to switch to the direct bank.
The pin art concept is at the heart of the idea and 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. On the online animated version the image drills down to show actual comments taken from 'Talking Point' on the live site.
The images chosen include:
- Heart - to illustrate how its customers love first direct
- £100 / £200 - signifying first direct's satisfaction guarantee "£100 if you like us £200 if you don't"
- Thumbs up - shows how customers have commented positively about the bank
The multi-channel campaign includes online, press, tube car posters, and static and animated underground poster sites.
Natalie Cowen, Marketing Communications Manager at first direct commented...
"We've had great success with our 'Live' campaign and wanted to strengthen the message at the beginning of 2010. 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."
CBJWT's MD Jane Clancy said "first direct's customers have many wonderful things to say about them, so our primary job was to get those opinions out there in a visually impactful way. The impressions concept does exactly that and manages to work hard in wide range of digital and static media."
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For more information, contact:
For further information please contact Amanda Brown on 01132766700 or Amanda.brown@firstdirect.com or Rebecca.hirst on 01132766899 or Rebecca.hirst@firstdirect.com
Additional Information
About first direct
first direct offers services including online banking, insurance, mortgages, investments and share dealing. It is a division of HSBC Bank plc, making it part of one of the largest and most respected banks in the world, with more than 100 million customers in 85 countries and territories.
Live site
