Magazine article Marketing

First Direct Set for TV Return

Magazine article Marketing

First Direct Set for TV Return

Article excerpt

First Direct ends a three-year absence from TV next week with a [pounds]6m marketing assault on the ABC 1 telephone banking market.

The campaign, the bank's biggest since its launch in 1989, aims to strengthen First Direct's branding and beat off growing competition from the high-street banks and building societies.

Advertisements, created by Chiat Day, will run in the press and on radio as well as TV. There will also be a 1.5 million direct mail drop through Scope Creative Marketing.

"This is the first time we have integrated different forms of media on such a big scale," said First Direct communications manager David Jones.

"Our aim is to reach a large subsection of the ABC1 market which is still unaware of First Direct and the benefits of telephone banking."

The 60-second TV commercial will run in all regions except Granada and Scotland and uses a documentary-style format to emphasise the convenience of using the Midland Bank offshoot. …

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