First Direct

First Direct, the UK's first 24 hour telephone bank, wanted to reach consumers who were dissatisfied with their own banks but couldn’t be bothered to switch.
Agency:Author: George Bryant

First Direct

Background

You would think First Direct, the UK's first 24 hour telephone bank was one of the success stories of the last ten years and you'd be right.

Since its launch in 1989, First Direct has grown steadily taking increasing numbers of customers away from traditional high street banks. When they came to First Direct, customers remained due to a quality of customer service unrivalled by any other bank.

The main problem was not internal but external. In its first seven years, First Direct had run no fewer than seven different advertising campaigns....

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