Mindshare, in conjunction with the Guardian, has secured a UK media first with the launch of the front page bookmark advertising format. Designed by the Guardian, the bookmark style format will run on the front page of the Guardian on Monday 17 September for first direct.
The Guardian will be the first national broadsheet to incorporate this format of advertising into their newspaper.
first direct will also run bookmark ads inside other national broadsheets and London press, including the Daily Telegraph, Times, Metro, Evening Standard, Independent, I and City AM. All activity will be supplemented by display space in these titles during September & October. Additional activity will include an Out of Home take-over of Euston and Kings Cross Stations.
The creative campaign uses images of real customers submitted via first direct’s facebook community and showcases the fact that first direct has the most satisfied customers of any UK bank.
Will Dorling, head of agency sales at the Guardian said, "We really enjoyed working with Mindshare on the front cover bookmark. The format creates huge impact and standout for first direct whilst integrating with editorial."