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First Direct 'Banking is Better in Black and White'

Agency: JWT

Client: First Direct

First Direct has launched this new old-style TV advert to highlight its success as the UK's number one bank in the 2009 UK Customer Satisfaction Index. 

Featuring a series of black and white archived footage, the ads introduce a return to the timeless values of respect, trust and service whilst retaining first direct's ‘black and white' credentials.

The campaign carries the new strapline "Banking's Better in Black and White". Black and white represents first direct’s values of simplicity and transparency, setting the brand apart from other banks. 

First Direct prides itself on being open and honest and uses the black and white positioning through all its brand material.

In addition to the TV campaign, the banking brand is launching its first social media campaign. 

Focused on the theme of ‘those little things', the bank will look to engage with influencers and stimulate conversation and word of mouth online.

Developed by newly-launched online PR agency OnVisible, a division of Brahm, the campaign supports first direct's current TV ad and reflects a new direction to the bank's marketing strategy.

The campaign will develop talking points around life's common courtesies, the little things that can make a big difference to someone's day. By using social media, First Direct hopes to encourage debate and emphasise how it places people at the heart of its pioneering customer service. 

Mark Mullen, head of marketing, First Direct, said, "The use of online PR and social media reflects the growing importance of the internet, particularly in peer to peer recommendation and word of mouth.  Social media is a perfect medium for first direct, our customers are technology savvy, heavy online users and keen to embrace new ways of communication." 



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