MEDIA CHOICE: Claire Beale, Campaign’s media editor, chooses the campaign to mark the tenth anniversary of First Direct

’The decision to sponsor a night on Film Four, making it free to all homes with cable and satellite, was a masterstroke which worked for both parties.

’The decision to sponsor a night on Film Four, making it free to

all homes with cable and satellite, was a masterstroke which worked for

both parties.



’First Direct paid for viewers to see an evening of films from a host of

eminent directors and then received sponsorship credits to highlight its

involvement.



’Not only did the initiative underline the bank’s innovative

credentials, but it also allowed viewers to sample the delights of the

movie channel.



Add in the fact that Drum PHD steered the creation of a three-minute

commemorative ad, and that First Direct customers received a free copy

of The Guardian, and this was a great, media-led way to mark the

anniversary.’



Client First Direct Medium Sponsorship of Film Four Media strategy

Jonathan Durden, New PHD; Tess Alps, Drum PHD Media implementation Simon

George, Drum PHD Creative GMG Endemol and Fisher Dilke Brief Celebrate

First Direct’s tenth birthday with a standout media idea.



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