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We spoke to a marketer trying to bring banks back to their irreverent roots, trying to make them known to young people facing financial hardship.
First Direct has been on an “interesting journey”, admits Chris Wood, Head of Brands and Marketing. “It’s fair to say that the last few years have been a bit lost for many reasons.” Now, he says, it’s time to act like a defiant brand again.
First Direct, founded in Leeds in 1989 by Midland Bank, one of Britain’s ‘Big 4’ at the time, celebrated its launch in a rather bold fashion by celebrating its 21st anniversary, hijacking Audi’s advertising. ‘ and broadcast a message from ‘the future’.
Queue-skipping comedian Bob Mortimer pioneered direct banking in the late 90s when he became part of HSBC, highlighting the concept of direct banking even further in 2013 with a similar platypus It helped me to He walks around town professing that he likes doing different things.
It’s the kind of cultural moment the brand wants to create again, and 10 years after the semi-aquatic egg-laying Barry, the bank brand is now preparing to introduce a new frank and slightly whimsical monochromatic mascot. is made.
“We are a business that we really want to go back to,” says Wood. “We have a very loyal and established customer base, but we also have huge growth ambitions. We have to outperform them in terms of creativity, media, where we show up and what we say.
“This environment feels right for brands to act like challengers again.”
About six months ago, with this goal in mind, Banks began brainstorming ideas with creative partner Wunderman Thompson. Sid McGrath, the agency’s Chief Strategy Officer, said: Anyone over 40 knows what First Direct is and probably thinks it’s a much bigger brand than it really is. You’ve seen many high-profile ads and know people who bank with us. ”
The problem, he says, is that many people under the age of 35 think “it’s an insurance brand” or assume they’re affiliated with Direct Line (it’s not).
Brands and agencies quickly realized this was the demographic they wanted to reach, McGrath said. “Young people are facing huge challenges in their daily lives, financial problems, employer problems, rent and rent problems.
“We are dealing with a big problem. Not everyone thinks about banks. Conversations with friends and family can often feel a little boring. I can’t.”
First Direct knew that in order to expand its reach, it needed to speak to these customers in a friendly tone, present distinctive brand assets, and lead them to a skunk character.
“Very frankly, there aren’t that many black-and-white opportunities. We’ve looked at quite a few,” joked McGrath, adding that skunks are notoriously “stink a little bit.” .
Marketers say they’re really focused on the idea of agencies talking about very real issues in a very “unbanked” way. It’s the way you came up with the wonderful line ‘It smells’ because importantly it’s not over-promising.I’m not saying we can solve it here today, but it’s an opportunity to create a little bit of control for people. is giving.”
The tongue-in-cheek approach is something marketers find relatable, by meeting people tonally in the space they’re supposed to be in anyway. , more and more people are trying to make conversation easier or more receptive,” says Wood. “I’m in no way trying to downplay it or downplay it.”
Wood has professed that he wants First Direct to be “famous again”, but admits the Skunk idea needed a little more convincing. “I never thought I’d be sitting here today talking about skunks,” he laughs.
McGrath confirms his initial skepticism by recalling: [Wood] Said: “Convince me. Convince me that this has legs and it’s not just a flash idea because I got it. It’s funny.” We can do something with it.”
After numerous tests, including First Direct employees who affirmed they could endorse the campaign, Wood joined. “Using a character gives people a more creative license to talk about more sensitive issues in a more open way,” he explains.
Both brands and agencies want this to be at least a five-year campaign that captures all of First Direct’s marketing investment. “We see something like a meerkat and see no reason why we can’t emulate it,” he concludes McGrath. “I think we have created a character, wardrobe, persona, language and humor that perfectly does everything a brand needs while standing the test of time.”
Interested in creative campaigns? Check out our Ad of the Day and Best Ads of the Week sections.
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