By 2009, first direct faced a long-term decline in brand awareness and consideration, and their position as most recommended bank was under threat. The solution was to make prospective customers understand its services in a truthful and transparent way. first direct became the first brand to find out what its customers were saying online and broadcast it live and unedited through advertising. The campaign’s success has driven a 100% uplift in consideration, 55% uplift in share of new current accounts as well as a profit ROMI of £1.54.