First direct black sock case study
Agency: Carik Jones Watson Mitchell Voelkel
Client: First Direct
First Direct wanted to encourage customers from the big banks to their current account. It developed a direct mail pack aimed at promoting characteristics of the bank – to appeal to customers’ emotions – rather than the products.
The mailing contained a black sock, with the message that it could go with the one lost in the laundry. The aim was to demonstrate the bank’s brand values of helpfulness and consideration.
Data was key to the campaign. First Direct used postcode profiling to identify customers who would be highly valuable in the long term and who were more likely to buy more services and products.
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