Menu
Mail & Door Drops
 

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

Submit Your Work

Send us your work for the next issue of Directory using our submissions form

Current Issue

Issue 52
Buy

Subscribe to Directory

Subscribe now and get instant online access to our 2,500+ articles

Newsletter

Inspiration via Email

Share

Related Articles

People Also Read