first direct: Made for Millennials
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.