Magazine article Marketing

First Direct Ads Parody High-Street Bank Rivals

Magazine article Marketing

First Direct Ads Parody High-Street Bank Rivals

Article excerpt

First Direct has launched a campaign that takes a light-hearted jab at its rivals, including NatWest, Lloyds TSB, Nationwide and Barclays, in an effort to persuade consumers to switch banks.

The HSBC-owned online and telephone bank has rolled out an outdoor and digital campaign, which parodies other banks' marketing in an attempt to highlight the benefits customers might derive from switching to First Direct.

The creative features two text-heavy ads, placed side-by-side. One is a mock-up of a rival bank's message, which is countered by the First Direct ad. The mock-up also uses the brand colours of the rival bank.

The outdoor campaign, which will be supported online, is targeting commuters, using poster sites across key transport hubs. The posters appear in bus-stop sites near relevant high-street banks.

Ad agency 141 created the campaign, while Mindshare handled the media.

A First Direct spokeswoman insisted that the campaign was intended to be 'eye-catching' and said any comparisons with other banks are due to 'individual opinions'. …

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