Campaign details

Brand: first direct
Lead agency: Jaywing

Campaign Overview

First Direct wanted to rethink its mortgage email marketing approach, to be seen as a trusted partner to first-time buyers, early re-payers and everyone in between.


Insight revealed how different the mortgage customer mindset is depending on the stage of their journey.

The majority find the whole process difficult, with mortgage info overload a big problem.

The bank wanted to own the simple mortgage journey, which meant targeting each customer mindset.

Mortgage data was analysed to personalise these campaigns.

A simple self-select email kicked off the initiative, with customers plotting their position on an interactive map.

Further segmentation underpinned a data-driven mortgage campaign, replacing blanket mortgage messaging with targeted comms.