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Vive la Revolution Awards!

16 Apr 2010

first direct romp home with the Revolution Award for the most innovative marketing campaign in financial services. 

first direct have received a Revolution Award for their 'Live' campaign.  They scooped the award for the most innovative marketing campaign in the financial services section and according to the judges "stood out a mile" from the competition. 

The Revolution Awards celebrate the great and good of the digital marketing world, rewarding companies which consistently challenge tried and tested marketing conventions.  They provide a benchmark of excellence from which the rest of the world can learn.  

According to Natalie Cowen, Head of Brand at first direct : "The main aim of first direct 's 'Live' campaign was to refresh the brand's identity and highlight our ongoing commitment to provide customers with excellent customer service whilst allowing our existing customers to interact directly with us.  

"A mixture of interactive games, online forums, blogs and comment threads allowed us to get a good understanding of how our customers feel about the service they receive and how we can use the feedback to continually improve our service. 

"At a time when most banks are trying to hide because of the hostile economic environment first direct have done the complete opposite and stepped up our campaign to make sure we give our customers the best possible service at this difficult time." 

The campaign resulted in a 240 per cent uplift in applications for current accounts and an increase in brand differentiation. One judge said: "It was an extremely bold strategy that shows how confident first direct is in its brand and its service, and the results were excellent". 

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