Twenty-two years after launching as the UK’s first telephone-only bank, first direct had developed a strong base of customers but was failing to attract new, younger customers for whom its former competitive advantage was the norm. The ‘Unexpected bank’ campaign challenged the low customer service expectations of the financial services sector, held by 47% of 25-34-year-olds, and reinterpreted the bank’s core value of doing things differently for the modern banking world. A series of TV ads were aired, all significantly different from anything banks had previously tried, and in its first year the campaign generated a gross profit ROMI of 1.61.