first direct - Diane Morgan Tries New Things


first direct wanted to convince 25-35 years olds to switch to their current account. The good news: they were offering £100 to anyone that switched. The bad news: hardly any of the target market had heard of them. We needed to let them know about the offer and encourage them to strike out and try something new. Working hand-in-hand with Diane, we created three funny, short films of her leading by example. Trying her hand at new things, like falconry, acupuncture and a pram workout.

Our three comedy shorts were then turned into 40 different edits, which collectively went out to to 12.6 million people on Facebook and Instagram. Delivering a watchthrough rate of 92% past 30 seconds or more and ultimately a 3 point uplift in brand awareness.