First Direct aims to drive mortgage acquisition through new campaign

An integrated marketing campaign for First Direct to drive mortgage acquisition has been created by Story.

The two week Video on Demand campaign will promote First Direct’s fee-free mortgage range, supported through national press and online adverts, while featuring the message ‘Fees. Shelved’ targeting 30-44 year olds.

The use of black and white aims to maintain the feel of the First Direct brand, with an overarching positioning of ‘A range of mortgages, nicely arranged’ and was produced by Th2ng.

Natalie Cowen, head of brand at first direct commented: “The mortgage marketplace is intensely competitive and it can sometimes be difficult to differentiate between products. Story has created a clear, compelling campaign that works well strategically and creatively making it easy for consumers to hear about our offering.”

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