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Core disciplines: Advertising/Creative, Creative technology, Digital, Social

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first direct: Diane Morgan Is Trying New Things


first direct wanted a relaunch that would speak to a younger audience, most of whom hadn’t even heard of them. They wanted to show this audience the bank’s human side, which is their true USP.

With other banks releasing a raft of fancy new apps, services and incentives, first direct was struggling to compete.

We knew that our Millennial audience valued experiences over possessions, but we also found out that they often hold themselves back from trying new things. They talk a good game, but when it comes down to it they put up barriers to stop them from trying something new. It could be time, expertise, or just the chance it might rain later.

We wanted to show them that there’s more to life when you try something new. Nothing drastic, just a small step outside their comfort zone.

So we created three funny hero films focussing on the kind of experience they could try with first direct’s £100 switching incentive.

Our guinea pig was Diane Morgan, a star on the rise with exactly the northern wit which first direct is built upon. There were highs, there were lows, but at the end she was glad she’d tried something new.

From our three hero films we created 40 edits across different Facebook and Instagram formats. Each was designed to target the right people, with the right message, at the right time.



We reached 6.3 million people and had an average video completion rate across all of our social content of 20%.

Most importantly, our intelligently tailored content drove 53,638 link clicks to the switching website, beating our benchmark CTR by 0.25%.

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