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 blogger: ‘This isn't brave, it's right’.

first direct history

When first direct launched its revolutionary banking service on 1 October 1989, it was the UK's first telephone bank offering customers access 24 hours a day, 7 days a week, 365 days a year. No branches, just overtly friendly people at the end of the phone who could really help.