first direct: Made for Millennials

This case study shows how first direct, a financial services brand, further increased the brand's share of new current accounts in the UK by drawing in a profitable millennial audience.

first direct: Made for Millennials

Principal author: Alex Huzzey, J. Walter Thompson Contributing authors: Andrew Miles, HSBC; Robert Webb, Mindshare

This paper is the second chapter of an ongoing story of the revitalisation of the first directbrand amongst a new Millennial audience. Chapter one, detailed in an award-winning 2014 paper, detailed the encouraging results from the first nine months of the campaign. In this, the second chapter, we look at the subsequent 18 months of the campaign, showing how with new creative work, the campaign was able to continue and improve its effectiveness, further increasing...

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