first direct live

Arvind Kapavarapu and Don Larotonda

By 2009, first direct, the UK online bank, faced a long-term decline in brand awareness and consideration, and its position as most recommended bank was under threat.

first direct live

Principal Authors: Arvind Kapavarapu and Don Larotonda, Mindshare

Q: How does a bank increase consideration and drive positive word of mouth at a time when people hate banks?

A: Make prospective customers understand the first direct difference through the simple, unvarnished truth.

first direct became the first brand ever to find out what its customers were saying online and broadcast it live through advertising.

The results were prolific, driving 100% uplift in consideration, 55% uplift in share of new current accounts as well as a profit ROI of £1.54.

In the words of one Financial Services...

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