Diane Morgan is trying new things
first direct
Issue 45 | December 2017
Agency
We Are Social
Creative Team
ECD: Alistair Campbell Creative: David Feldman, Rory McClenaghan
Production Team
We Are Social in-house & Grain Media Lead Producer: Jo Lumb Director: Jon Drever Designer Titles: Kristina Matovic
Other Credits
Senior Account Director: Alyssa Drysdale Account Manager: Dan Gibson
Date
October 2017
Background
With other competitor banks on the market offering better apps, services and incentives to switch, first direct was struggling to remain relevant amongst 25-34 year olds who they were keen to attract. They've always been different (like not being on the high street) and more human than other banks, but this new audience didn't know that (what's more human than being funny?). They needed a relaunch that would not only capture their audience's attention on social and get people to switch, but also demonstrate how much they understood them.
Idea
There are tons of things we'd like to do but find excuses not to. From falconry, to acupuncture, to switching bank accounts. To give the audience the confidence they needed to do the thing they keep putting off, a series of comedy films were created, starring BAFTA award winning comedienne Diane Morgan, overcoming her excuses and trying something a little outside of her comfort zone. The payoff: Switch to first direct and get £100 to try something new. A bonus CODA scene was created for each film that would be retargeted on social only to those who had watched the first film.
Results
Just launched.