First Direct are genuinely loved by their customers, but they wanted everyone else to know how good they are. The core thought to the campaign was; who better to recommend First Direct than their own customers? So, “tell us what you’re thinking” was born.
A micro site was created asking customers how they felt about the bank and the customer comments were taken and used as content for the advertising on CBS Alive’s HD advertising screens. In order to communicate the blogger’s messages, XTP was perfect due to the dwell time experienced on the platform. DEP’s enabled the story to be told as consumers travelled up the escalators and the LCD’s meant First Direct achieved maximum coverage and frequency.
Each execution encouraged consumers to leave more comments, which in turn fuelled the campaign. JWT tracked how people felt about the brand through the micro site, and displayed them as live feeds on the digital screens.
The feeds were updated with a new customer comment every day for 4 weeks, giving an honest representation of the brand and its services.
18/01/2010
14/02/2010
XTP, LCD & DEP
Finance