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first direct brand “invades” the high street

01 Jul 2014

first direct launches branded cash machines

For the first time in its 25 year history, leading direct bank first direct is taking its brand onto the high street.

Twelve first direct branded cash machines will be installed at various railway stations over the next two weeks.

In line with the brand’s positioning as “the unexpected bank”, the ATMs have been designed to resemble the iconic ‘Space Invader’ machines and household scales. Each cash machine will be liveried in the distinctive black and white of first direct .

The railway stations at which the 12 ATMs will be located include: Clapham Junction, Vauxhall, Raynes Park, Portsmouth and Southampton.

Lisa Wood, head of marketing at first direct , said: “As an internet and telephone bank, the ATMs are a great way for us to give the brand a high street presence in some key high-traffic locations.

“It was also important for the machines to have that unique first direct ‘twist’, which is why they won’t look like any other bank ATM.”

The introduction of the branded cash machines will be promoted via a teaser video – featuring an ‘ATM spotter’ – that will be launched mid-July.

-Ends-

For any media enquiries please contact amanda.brown@firstdirect.com on 01132766700 or rebecca.hirst@firstdirect.com on 01132766700

About first direct

first direct has recently been announced as the Best Banking Brand in the Which? 2014 Awards.

first direct provides both telephone banking and online banking services to its 1.27m customers.  It is recognised as one of the more advanced banks in the social customer revolution. As well as its Facebook page, first direct uses social media to engage with customers through sites like YouTube, Twitter and Flickr.  The bank has recently launched www.twitter.com/firstdirecthelp as an extension to it is customer service offering. The company has an award winning social media newsroom, its own beta testing site, first direct Lab, and has won awards for individual social media campaigns such as 'Live', a campaign that aggregated what people were saying about the bank online.

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