Every penny is beautiful
2009 UK DMA Awards
Issue 13 | December 2009
Agency
Story UK
Creative Team
Dave Mullen, Rebecca Wood, Ailsa Jones, Susan Anderson, Sheryl Newsome, Charlie Gordon, Lesley Dick, Charlotte Chapman, Sue Mullen, Felicity Bradley, Graham Robb
Date
March 2009
Background
It was found that the profiles of a typical first direct customer & the 105,000 attendees of Grand Designs Live matched perfectly. first direct’s high-profile sponsorship of this major annual home design event gave them the perfect platform to promote both the brand and their Offset Mortgages to prospects open to innovative ideas.
Idea
The agency had to create a look and positioning for a financial product which could hold its own in the ultimate arena of cutting-edge innovative design. The creative platform of ‘Every penny is beautiful’ was dramatized in visuals of shimmering pennies, which echoed the animation of a shimmering curtain of coins which ran on screens around first direct’s stand at the Grand Designs Live show.
Results
An 18% successful conversion rate meant millions of pounds of business was written at the event .
The campaign was 400% more effective than traditional methods.
The brand was enhanced – 88% felt first direct valued its customers
Data gathering targets were beaten
There was a 26% increase in customer consideration for mortgages