Titulo | Frying Pan |
Agência | WCRS |
Campanha | First Direct - It's so black & white |
Anunciante | First Direct |
Marca | First Direct |
Posted | Julho 2002 |
Produto | Smart Mortgage/Balance Texting |
Sector Empresarial | Serviços bancários, investimentos, corretores de bolsa |
História | The campaign uses Vic Reeves as a spokesman to point out the absurdity of making an obvious decision and thus dramatise the benefits of banking withFirst Direct. The campaign features the endline Choose first direct, its so black and white. In "Frying Pan", Vic offers to tell people to duck before he hits them with a rubber frying pan. The analogy is to first directs text messaging service, which helps people avoid the pain of going overdrawn by warning them in advance via a text message. |
Filosofia | First Direct challenges the coventions of banking; it is transparent where others obfuscate and hide, it anticipates customers needs and moods where others react to their customers,it engages in dialogue with its customers where others have a monologue and it pioneers bettter ways of doing things where others change when they are forced to. For this campaign the proposition of 'Switch to First Direct and you'll be better off' was articulated via the campaign line 'First Direct - It's so black and white' |
Problema | Since WCRS relaunched the brand in 1995, First Direct's offering has always been differentiated by the realisation that conventional banks are an absurd anachronism in today's world. In the relaunch campaign, the support for the proposition of 'First Direct removes the absurdities of conventional banking' was provided by product points such as 'no queues', 'no closing' and 'no charging'. |
Tipo de Mídia | Televisão |
Comprimento | |
Mercado | Reino Unido |
Director criativo | Leon Jaume |
Director de arte | Yu Kung |
Redator | Andy Brittain |
Realizador | Mark Mylod |
Director de contas | Giles Davis |
Produtor da agência | Sally Lipsius |