’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.
