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.