Dialogue141 has created a New Year campaign to promote a wide range of product offers for online and telephone bank first direct.
Dialogue141’s multi-channel initiative includes digital, press, direct marketing and call centre activity under the umbrella theme of ‘re:solutions – offers you’ll want to stick with’. It encourages people reassessing their financial situations in the New Year to take up first direct product offers.
The campaign uses first direct’s signature black and white colour scheme to present clear-cut, uncomplicated offers in a witty and intelligent way in order to appeal to the bank’s target audience of people who appreciate no-nonsense banking.
It is primarily targeted at existing first direct customers, however the activity is also designed to raise awareness of the first direct brand and the bank’s mortgage offer is intended to attract new customers. Different words beginning with ‘re:’ act as the tagline for each offer.
The use of ‘re:’ combined with a word relevant to each product is a concept that stretches across all the offers to set the right 'intelligent' tone of voice.
• re:place – three months’ free home insurance
• re:assure – £100 life assurance cashback
• re:fresh – 0% for 15 months on first direct gold card balance transfers
The design is used on the offers homepage on the first direct website, website banner ads, direct mail packs, bank statement inserts and press ads. Dialogue141 has also developed internal banners for first direct’s offices in Hamilton, Scotland, and Leeds, which are designed to inform and motivate staff.
They follow the same black and white theme. Natalie Cowen, marketing communications manager at first direct, says: “Simple ideas are often the best, and the ‘re:’ concept worked well not only on the online customer communications, but translated well into direct mail and press and online ads for new customers. It demonstrated that the agency really understands the first direct brand.”
Gideon Maier, a director at Dialogue141, says: “The campaign is a great example of a strong idea that works well across multiple channels and a wide range of product offers. We’ve delivered offer-led communications in a sophisticated way.”
Dialogue141 won the business after a competitive pitch in October. It is also the creative agency for HSBC, of which first direct is a division. It recently created a through-the-line campaign to promote HSBC’s summer mortgage offer.
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