The bank First Direct has launched an ambitious marketing campaign that look to harness the power of consumer feedback. The campaign is built around a website where users can provide feedback on various topics.
What I do like is that the site seem very transparent as submitted comments gets posted straight away, and there’s even a barometer on the home page showing the percentage of positive versus negative comments about the company (although I presume these figures are  manually produced).
Currently there are four topics to be discussed:
- What do you think about first direct?
- What do you really want from your bank?
- What makes you happy?
- Splash that cash or save up for a rainy day?
To bring people to the site I noticed that First Direct has also launched an out-of-home campaign. I noticed the below poster on the tube.
note. this is a mockup from the home page, but the poster on the tube looks near identical
Although I really like the big idea of getting customers involved, I’m not sure about the offline execution. The online format doesn’t necessarily translate that well into a poster on the tube, as it took me a while to understand that what I was looking at was a basically a screenshot from a website, and the anonymous reviewer image with the possibly ironic username made me first think that this was a spoof (if you look closely you’ll notice that the review was posted on April Fool’s Day…)
In any event – I applaud First Direct for boldly moving towards more user interaction and trying something fresh.
Check out the First Direct campaign website.
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