Ultra Personalised Marketing


first direct wanted to launch a genuinely innovative marketing campaign to customers to boost engagement and gain maximum ROI.

first direct required:

  • An imaginative and original personalised email campaign
  • An approach that would differentiate first direct’s loan proposition and generate loan applications
  • Created and launched in a limited time frame

Our Solution 

We engineered a dynamic template that responded to touch and worked with creative agency Jaywing to craft a novel ‘tap to reveal’ concept.

first direct customers would receive a personalised email on their mobiles, tailored to their profile. When the email was opened, an interactive image invited the recipient to scan their finger. Upon placing their finger on the screen a new image opened to provide personalised details of the type of loan they could receive.

A further call to action enabled the customer to contact first direct immediately.


The campaign recorded the highest engagement of any first direct loan email issued in at least the last two years. first direct recorded its strongest week of loan sales on record. More than 25,000 recipients went back to look at the email (at least) a second time. The campaign also won a European Performance Marketing Award for best use of email.