first direct needed to recruit younger customers, but among 18-34 year-olds the bank had low brand awareness and consideration. Encouraged by high satisfaction among its existing customers, first direct launched a new strategy to position itself as standing for better service and solutions tailored to young people’s financial problems. Advertising featured a puppet Skunk brand character stating “bad service reeks”. Evidence that communications worked includes post-campaign uplifts to brand scores, social and search visibility, new customer acquisition, and market share. Econometrics estimates marketing drove £13.7m of revenue in six months and returned £4 profit for every £1 invested.