Engaging customers and breaking records with first direct.


In 2015, we created a personalised mobile experience for first direct customers, cutting through the noise of the loans market and reaching an all-time sales high.

The competitive and crowded nature of the loans market means that it is difficult for financial institutions to set themselves apart. Our task was to help first direct meet increasing sales targets by boosting customer engagement with personal loans emails – which was on a decline.


With a short window of just two weeks, we delivered a memorable, tailored, end-to-end campaign. We built a dynamic email template with the content personalised to the customer’s profile. When the customer opened their email, they were invited to scan their fingerprint, unlocking the specific detail, value and APR of a personal loan, dependent on their individual circumstances.


The ‘tap to reveal’ concept not only put engagement and the centre of the campaign, but the innovative use of mobile technology – especially touch ID – was a refreshing and innovative way to differentiate first direct’s offering.


Intelligent use of customer data and creative thinking enabled first direct to achieve the highest open rate of all their marketing emails that year -14% above a two-year average -and the week saw their strongest week of loan sales on record.


To find out more about our work email us at [email protected] or call 0333 370 6500