First Direct campaign to showcase negative comments

The press, outdoor and digital campaign will use a selection of comments about First Direct made on blogs and forums, with a new microsite, Firstdirect.com/live, aggregating every mention made about the brand in more than 5m social media sites.

‘It's a very open and transparent way of demonstrating why we're the number-one bank for customer satisfaction,' said Natalie Cowen, marketing communications manager. 'It's a campaign not many brands, let alone banks, would be able to launch.'

According to Lisa Wood, head of brand communications at First Direct, the bank will be moving away from broadcast advertising to focus on digital activity.