Brand Relaunch
Agency: Big Communications Ltd Advertiser: BankDirect Awards: Consumer Services (Silver)
Marketing Challenge
BankDirect launched as an Internet and phone bank in 1997, during a time when banking outside a branch meant an ATM (Automatic Teller Machine). This unique position, and its distinctive futuristic advertising featuring the face of Roland Gift, quickly established a strong brand for BankDirect, positioning it as a straight-talking, innovative, lower-cost bank.
But since then, BankDirect has faced five difficult challenges:
- Other banks eventually overtook BankDirect's Internet...