first direct

A campaign for first direct, an internet bank, won agency Story a silver at the 2006 DMA Awards. New current account customers were encouraged to sign up via a DM pack, with affluent females a particular target.

first direct

Story

THE TEAM

Dave Mullen – Creative Director Rebecca Wood – Head of Copy Jo Hood – Senior Account Manager Lesley Dick – Group Account Director Debbie Lee – Finished Artist

WHAT IS WONDERFUL ABOUT THIS WORK?

We wanted a list of serial non-responders to sit up, take notice of first direct and open a current account. An incredible 53% response saw a conversion rate of 57%, staggering compared to 3.3% response for the control.

CAMPAIGN OBJECTIVES

To persuade affluent but serial non-responders to open a first direct bank account.

STRATEGY AND TARGETING

We...

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