First Directs new marketing plan - from Cyberspace to Space Invaders

By : Administrator
Published 2nd July 2014

First Direct have taken a bold step and moved into the physical world. The initial question was why? Then you realise it is a clever marketing ploy.

This is some of the blurb from their press release:

"Twelve first direct branded cash machines will be installed at various railway stations over the next two weeks.

In line with the brand’s positioning as “the unexpected bank”, the ATMs have been designed to resemble the iconic ‘Space Invader’ machines and household scales. Each cash machine will be liveried in the distinctive black and white of first direct. 

The railway stations at which the 12 ATMs will be located include: Clapham Junction, Vauxhall, Raynes Park, Portsmouth and Southampton.

Lisa Wood, head of marketing at first direct , said: “As an internet and telephone bank, the ATMs are a great way for us to give the brand a high street presence in some key high-traffic locations."

So stick a Space Invader cash machine in a high footfall area, and you have a talking point, something that's useful, and some great marketing.

Seems quite a good idea, until someone turns up with a forklift truck 


Steve Richardson
Gaffer of My Local Services
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