A friendly platypus wanders around a surreal, black and white, interpretation of East London. He loves all things offbeat and non-conformist including first direct.

The campaign needed to separate first direct from the mainstream high street banks whilst appealing to a younger audience and getting them to switch banks. The execution featuring the platypus in a surreal black and white world successfully fulfilled on all these criteria. The campaign was cool, quirky and got young customers to switch banks.

Calls went from 3,000 a week to 8,000 a week, the campaign secured over 70,000 new customers in just over 8 months and first direct’s customer base aged under 35 swelled by 107%