Media Insight to run First-e online banking launch

MindShare’s second-string agency, Media Insight, is handling the

launch of First-e, the pan-European internet bank which goes live later

this month.

Media Insight is planning to run a pan-European press campaign, centred

around national newspapers, in a bid to persuade affluent internet users

to log on.

The theme of the pounds 5 million advertising drive, which has been

devised by Media Insight’s sister agency J. Walter Thompson, is ’being

first’ - First-e, which has no branch network, will be Europe’s first

fully online bank.

The press ads will focus on a range of famous pioneers, including

Charles Lindberg and Yuri Gagarin.

The campaign for Dublin-based First-e kicks off in the UK this week,

before being rolled out across the rest of Europe.

Media Insight’s account director Steve Hughes will oversee the First-e

business. ’Everyone appreciates that the internet is the future and we

are pleased to be working with one of the pioneers in the field of

internet finance,’ Hughes said.

First-e is backed by Intel Corporation, Apax Partners and Metro - the

biggest supermarket chain in Germany.

This article was first published on Campaign