Attracting a new generation of First Direct customers

This case study demonstrates how first direct, the UK bank, differentiated itself from other banking offerings to attract new customers.

Attracting a new generation of first direct customers

Principal author: Lise Pinnell, JWTContributing authors: Joanne Thornton and Andrew Miles, first direct; Tom Ellard and Arvind Kapavarapu, Mindshare

Introduction

This is the story of a one-time revolutionary brand which had fallen behind the times and its journey back to glory, in a category where consumer love is hard to come by.

When first directlaunched in October 1989 to much fanfare, it knew it was carving out a unique niche in the market as the UK's first telephone-only bank. And business was good. However, 22 years later...

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