Client: First Direct
PR Team: Band and Brown, in-house and Shelter
Campaign: Anorak Amnesty
Timescale: Feb - Aug 1998
When First Direct opened in 1989, it was the UK’s only direct, 24-hour
bank. Since then, almost every bank and building society, as well as
many other retailers have followed in its footsteps.
Band and Brown has worked with the company since it was set up,
promoting the First Direct brand as being open, innovative and friendly,
but also quirky.
When the bank launched its web site in April this year, it challenged
Band and Brown to create a campaign that would live up to its brand
To celebrate the launch of First Direct’s web site, in a way that would
appeal both to its PC-literate audience and the media. The bank was also
keen that customers visit its internet site to see a demonstration of
its new PC banking service.
As research had shown that 28 per cent of First Direct’s customers have
home PCs with modems, Band and Brown hit on the idea of using anoraks,
the fashion item stereotypically favoured by computer buffs. In
February, it approached Shelter, the charity for homeless people, with
the idea of an Anorak Amnesty.
After an initial donation from the bank of pounds 20,000, in April, a
national appeal was launched for the public to post or hand in their
unwanted anoraks to Shelter, for the charity to sell on.
Band and Brown also collected a number of anoraks from celebrities,
including football legend, Jack Charlton and EastEnders actress Patsy
Palmer. It then invited the public to bid for them by post or via First
Direct’s Internet site, which contained information on the campaign and
the history of the anorak.
Coverage of the campaign, ranged from Channel 4’s Big Breakfast and a
double-page spread in the Express, to pieces in the Independent, the
Guardian and the Daily Mail. Regional interest was drummed up by press
statements covering the most generous anorak-donating region and a
competition for the ’best dressed’ Shelter shop.
As First Direct is unable to disclose how many people have visited its
new web site since the launch, it is hard to evaluate how successful
this campaign has been. Undoubtedly though, the idea of an anorak
amnesty was an innovative way to appeal to its predominantly young,
In addition, while the media enjoyed sending up the ’nerd’ value of the
anorak, almost all coverage gave out details of First Direct’s web
Shelter has also benefited from the publicity surrounding this
But, until later this year when the change in weather will see the
anoraks being sold on, it is hard to estimate exactly how much has been
To date, there have been numerous bids for the celebrity anoraks, with
offers still coming in. But the campaign will receive a new lease of
life in the autumn when Band and Brown plans to hold a celebrity auction