Fuzzy Felt
first direct
Issue 1 | July 2008
Agency
Craik Jones Watson Mitchell Voelkel
Creative Team
Natasha Ali - Copywriter ;Emma Robinson - Art Director
Production Team
Janet Campbell - Production Manager
Other Credits
James Champ - Planner;Louise MacLean - Account Director ;Liz Carruthers - Head of Direct Marketing, First Direct
Date
August 2006
Background
first direct has always been an unusual sort of bank: partly because it has no branches, but mostly because of the way it treats its customers. In a banking world designed around processes, not people, first direct takes a refreshingly different approach. Its customer service is friendly, informal and helpful. Research shows that first direct customers are far more satisfied than those of any other bank. This mailer was intended to remind warm prospects of the benefits of banking with first direct and encourage them to follow up their initial interest and open an account.
Idea
To communicate the first direct difference to people who have never experienced it – who have probably never experienced good service from any bank – Craik Jones decided to bring the first direct experience to life, so that prospects actually got to feel at least some of what a customer does.
‘Does your bank give you that warm fuzzy feeling?’ asks the pack, before giving you some real fuzzy felt to play with. (Can anyone not smile when given a box of fuzzy felt?) A friendly letter and leaflet, written in resolutely un-banklike language, explain more about the first direct difference. The pack was sent to 2,000 warm prospects whose high future potential justifies extra effort to convert them.
Results
Not available
Target Audience
Warm prospects
Size
2,000 packs