We launched a microsite called Talking Point which asked customers to leave comments on specific themes and issues. The visualisations and customer comments from Talking Point and other online forums and blogs, were then used in advertising (online, digital formats in the London underground, as well as press).

The campaign served as a powerful customer testimonial campaign to recruit new customers, and encouraged existing customers to join in the conversation. By publishing positive and negative comments, the campaign fitted the brand attributes of being transparent, open and honest, as well as promoting the banks products and services. The initial campaign ran for 4 weeks with the copy changing everyday. The messages in the campaign highlighted first direct's service and products (offset mortgage and current account).Please see A/V Presentation

A 240% uplift in responses for current accountsBrand KPIsa. 10% increase in brand differentiationb. 14% increase in brand momentumc. 7% increase in current account considerationIt is significant enough for first direct that they have embraced the campaign as an internal communication initiative, but it has also acted as a catalyst for them to review how they address social media as a business and embrace the conversation of their ‘crowd’ to make their service and products better.

In a sector criticised for its lack of transparency, we were so confident in the brand’s values and delivery that we allowed the medium to become the message.