first direct bank launches pioneering digital campaign [Sep 09]
In a groundbreaking move towards ‘transparency in business', first direct have launched their latest campaign: first direct Live. The campaign is all about openness and honesty, bringing into the public domain the thoughts, feelings and comments made about first direct online.
We worked closely with first direct to design, develop and launch the pioneering campaign microsite, aggregating every mention made about the brand in more than 5 million social media sites. It is part of a wider campaign, featuring digital outdoor, press and online media to exhibit sentiments and comments about first direct made on blogs and in forums.
The microsite provides all elements of the campaign communications in one destination for users to engage with the live data feeds, providing live comments, positive and negative feelings and words associated with first direct, together with live customer service data direct from the call centres.
‘It's a very open and transparent way of demonstrating why we're the number one bank for customer satisfaction,' said Natalie Cowen, marketing communications manager.
The campaign was delivered in collaboration with Mindshare, JWT London and Cheethambell JWT.
The multi-platform and multi-agency campaign has continued to win awards from its launch in 2009. These include a Cannes Media Lion Gold, together with awards from Revolution, Drum Marketing, Dadis and The Financial Services Forum. The most recent success has been three IPA Effectiveness Awards, the campaign winning the overall IPA effective Silver award as well as Best Dedication to Effectiveness and Best Social by Design.