First Direct campaign from CBJWT shows customer impressions

A new online brand campaign has been launched by internet bank First Direct using pin art to focus on its customer’s impressions.

The campaign, created by JWT Cheetham Bell, aims to raise awareness of the brand and engage with people in attempt to persuade them to switch their accounts from competitors.

The pin art uses images of customers who have commented positively about first direct on the site’s ‘Talking Point’ section with the campaign running across press, online, tube, car posters and static and underground poster sites.

Natalie Cowen, marketing communications manager at First Direct, commented:"We've had great success with our 'Live' campaign and wanted to strengthen the message at the beginning of 2010. The visual impact of pin art is fantastic especially as it's created using images of customers who've had a positive experience with us."

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