Category:Finance And Professional Services Marketing Strategy Of The Year
first direct was the original challenger bank for entrepreneurs and early adopters in the 1980s, but needed to relaunch itself to the next generation, who simply weren’t aware of it.
We identified the successors of our original audience – 25-35 year old entrepreneurial, free-thinking, can-doers, who didn’t follow the conventional career and family paths, and who we called ‘The Makers.’
first direct was a bank that could combine on-the-go digital products and excellent human service to flex around the Makers’ differently shaped lives and needs.
Our campaign empathised with the barriers this generation encountered, portraying them as ambitious pioneers of a new world in our astronaut led work ‘Life Less Ordinary’, empathising with their spending habits in our out-of-home, and disrupting their ‘digital native’ media behaviour in witty, contextually relevant display.
first direct bank exceeded its sales targets and reached its highest level of brand awareness and consideration for two years, as the bank for the Maker generation.