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First Direct brings badly behaved robots to homepages.(Brief Article)
First Direct is launching a digital campaign based on its current television ads featuring Vic Reeves and a robot.
The campaign, which highlights the bank's personalised services, begins with a takeover of the homepages of MSN UK and Yahoo! UK & Ireland using the new strapline: 'Step over the line.'
A team of animated First Direct characters move across the pages, remove actual content and replace it with messages from the bank.
The execution, designed by the creative agency Story using Tangozebra technology, aims to illustrate how First Direct is not the average banking brand and that it goes that extra mile for customers.
It reflects the theme of the television executions that use a robot to highlight the poor service given to customers by automated systems.
The new-media push also features robots that ...
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