Diane Morgan is trying new things

Background

With other competitor banks on the market offering better apps, services and incentives to switch, first direct was struggling to remain relevant amongst 25-34 year olds who they were keen to attract. They've always been different (like not being on the high street) and more human than other banks, but this new audience didn't know that (what's more human than being funny?). They needed a relaunch that would not only capture their audience's attention on social and get people to switch, but also demonstrate how much they understood them.