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first first direct: Saving Cup

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 We all know that saving money is hard

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 But people often don’t realise that even little

changes to their spending can help them save a lot

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SaveApp breaks down ‘saving’ into smaller chunks,

helping you make a difference by cutting back on incidental purchases

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To take SaveApp to a wider audience, first direct created #SavingCup

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A social campaign that would visibly demonstrate how easy it can be to save

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We asked Twitter users to tell us what they were saving for, using the #SavingCup hashtag

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The community responded with their saving goals - big, small and everything in between

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Using SaveApp, we worked out how many coffees they would need to give up to reach their goal

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Then, with the help of cult artist Mr. Bingo, first direct transformed people’s saving goals

into visual representations

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We jumped on trending topics to spread reach even further

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In just one day, there were12,000 engagements with #SavingCup

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More than 1,000 people clicked through to check out SaveApp in the app store

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“We loved #SavingCup. It was great fun and really hit home amongst our customers and target audience.

The fact that some people liked it so much they considered switching to first direct was such

amazing feedback to receive.” Zoe Shore, head of customer communication

at first direct