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first direct is launching a major brand awareness campaign to boost its profile as the bank which pioneers amazing service

first direct bank is going big with its latest brand awareness campaign, settingout its unique positionas a brilliant, modern digital bank, with amazing people available 24/7 to help with all the bigger stuff.

The 28-year old brand is Britain’s most recommended bank and continues to hoover up awards for customer service across all industries and sectors. The multi-channel campaign has been created specifically with The Karma Group, part of Accenture Interactive, and we are social to build brand awareness and grow market share, as well as to give existing customers reasons to believe.

The campaign will cover off a wide range of proof points, ranging from Touch ID and Voice ID, to mortgages, and from the £100 switching incentive, to the bank’s 5 star rated mobile app. It launches today (Friday 1 September) with a new TV ad supported with tactical outdoor and tube station placements, together with a whole range of digital and co-created social activity.

Zoe Burns-Shore, Head of Brand and Marketing at first direct, said: “We’ve always attracted entrepreneurially-minded customers, living unscripted lives, and we know most people want a simple, high-tech banking experience, but also value and trust the human side of banking. Our aim is to show first direct is the bank that caters to all these needs and is committed to adding value.

“The creative direction of the campaign is to createa depth of engagement around people being more adventurous, encouraging them to release their ambitions and throw off the societal pressure to do things ‘by the book’. It’s not about telling people how to live, it’s about encouraging them to take those ‘first steps’, providing perspective in a relatable way rather than telling them the destination.”