2011 Bronze Financial services

Client first direct

What is wonderful about this work? first direct offers a range of mortgages including repayment, tracker and fixed. We needed to raise their profile as a mortgage provider and get on switchers’ shopping lists. 49% of our test sample were more likely to consider first direct, while online banners achieved a conversion rate of up to 18%.

What details of the strategy make this a winning entry? seek repayment, fixed or tracker mortgages – all of which first direct offer. We bolstered awareness of first direct as a ‘regular’ mortgage provider, targeting the 15% of people considering taking out or switching a mortgage. first direct also suspended fees across the range, allowing us to promote Fee Free mortgages. The primary target audience are busy, financially savvy, independent thinkers, aged 30–44 and earning £40,000+. We used video-on-demand channels online, rather than TV, allowing more precise targeting and less waste, appearing on programmes with a property emphasis like Grand Designs and Location Location. Banner ads sat across finance and property sites including moneysupermarket.com and Zoopla. A press ad appeared in the money sections of key quality titles such as The Sunday Times and The Guardian.

How did creativity bring the strategy to life? Our proposition, “A range of mortgages, nicely arranged” emphasises the breadth of offering and highlights high levels of customer service, as well as the hassle-free process. We employed classic DR TV techniques with a clear, memorable device and a strong CTA. A group of first direct helpers carefully place household objects on shelves, reinforcing the message of helpfulness and making things easy and hassle-free. Online, we worked with constraints of smaller file sizes to convey the offer quickly and simply, achieving cut-through on busy financial websites. Our ‘Fees. Shelved’ press headline boldly employed a confident tone of voice. The campaign tone of voice is witty and intelligent, in keeping with the brand and our premium target audience.

Results The campaign raised consideration and awareness while driving response rates among those in the market for a mortgage at the time. During link tests for the TV ad, 49% said they were more likely to consider first direct when looking for a new mortgage. On-demand TV delivered a click-through rate of 1.135% with a cost per click of £1.60. The banner click-through rate was 0.09% overall, with a conversion rate of 5.60%. The moneysupermarket.com click-through rate was 0.26%, with a conversion rate of 18%.

Team Dave Mullen, Rebecca McFarland, Sheryl Newsome, Charlie Gordon, Lesley Dick, Sophie Good, Rosie Torrie, Natalie Cowen, Sara Jacklin, Ryan Newby.

Other contributors Th1ng – Production, Mindshare – Media planning/buying.