Made for Millennials

IPA Effectiveness Awards Case Study 2016


To safeguard its future profitability, first direct needed to attract younger customers. This is the second chapter of the brand’s ‘Unexpected Bank’ story, which was the subject of a bronze IPA Effectiveness Award in 2014. It shows how by going back to the brand’s founding challenger spirit, and communicating it in a new way, the bank put itself back on the radar with millennials. Following the campaign, first direct grew consideration against heavier-spending banks, increased its share of new accounts, and lowered the average age of new customers. Econometric analysis estimated the campaign delivered a profit ROI of £1.50 for every £1 invested.

Click to purchase this case study >

“At first direct, we are different to High Street banks, and always have been. The continued success of the ‘Unexpected Bank’ campaign has taught us about the power of not being afraid of that.”

Jo Thornton, Senior Manager, Advertising & Acquisition
first direct

Winners 2016

Bronze Winner

Title

Made for Millennials

Brand

first direct

Client

first direct

Agency

J. Walter Thompson
Mindshare

Principal Authors

  • Alex Huzzey - J Walter Thompson

Contributing Authors

  • Andrew Miles - HSBC
  • Robert Webb - Mindshare

Credited Companies

  • J. Walter Thompson - Creative Agency
  • we are social - Digital Agency

first direct had interesting learnings about not having to re-inevent the point of difference, but rather give it a renaissance for a younger, more relevant target audience. Alexandra Dimiziani, Airbnb

Shortlist 2018

Bronze Winner

Title

Made for Millennials

Brand

first direct

Client

first direct

Agency

J. Walter Thompson

Principal Authors

  • Alex Huzzey - J Walter Thompson

Contributing Authors

  • Andrew Miles - HSBC
  • Robert Webb - Mindshare

Credited Companies

  • J. Walter Thompson - Creative Agency
  • we are social - Digital Agency

first direct had interesting learnings about not having to re-inevent the point of difference, but rather give it a renaissance for a younger, more relevant target audience. Alexandra Dimiziani, Airbnb

Made for Millennials

IPA Effectiveness Awards Case Study 2016


To safeguard its future profitability, first direct needed to attract younger customers. This is the second chapter of the brand’s ‘Unexpected Bank’ story, which was the subject of a bronze IPA Effectiveness Award in 2014. It shows how by going back to the brand’s founding challenger spirit, and communicating it in a new way, the bank put itself back on the radar with millennials. Following the campaign, first direct grew consideration against heavier-spending banks, increased its share of new accounts, and lowered the average age of new customers. Econometric analysis estimated the campaign delivered a profit ROI of £1.50 for every £1 invested.

Click to purchase this case study >