Speaking about digital advertising and Web 2.0, First Direct seems to have embraced this concept to the full. In fact the brand, has decided to launch a campaign that will include both positive and negative consumer comments about its service and brand.
The press, outdoor and digital campaign will use a selection of comments about First Direct made on blogs and forums from all parts of the net. It is setting up a new microsite, Firstdirect.com/live, that will serve as an aggregator of all mentions of the brand (both positive and negative) that would allow the users to form their own opinion about the brand.
The press, outdoor and digital campaign will use a selection of comments about First Direct made on blogs and forums from all parts of the net. It is setting up a new microsite, Firstdirect.com/live, that will serve as an aggregator of all mentions of the brand (both positive and negative) that would allow the users to form their own opinion about the brand.
It's all about being open with one's own customers and try to make advertising more credible and more impartial. According to Natalie Cowen (Marketing Communication Manager of First Direct) ‘It's a very open and transparent way of demonstrating why we're the number-one bank for customer satisfaction...It's a campaign not many brands, let alone banks, would be able to launch.'
The bank has been report that it will be reducing its use of conventional advertising and turn more toward online advertising and speak direct to its users via Web 2.0 application such as blogs, forums and social networking sites.
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