Little Frill: delivering great customer service


There’s nothing more frustrating than being on the receiving end of bad customer service. I’m sure we can all think of multiple times we’ve been driven crazy by an uninterested or unhelpful response to a cry for help.

For leading UK bank, first direct, great customer service is a priority. It prides itself on going that extra mile. As you may have previously spotted on Campaign and The Drum, this September, first direct launched a campaign to remind people of this: that unexpectedly brilliant customer service is the bank’s priority.


Introducing Little Frill, an outspoken lizard – whose pet hate is terrible customer service. first direct’s campaign revolves around Little Frill’s daily antics and rants over things like pizza order errors, speeding cyclists and general office banter. As soon as the TVC launched, we activated a social media strategy to widen the campaign’s reach and bring the Little Frill character to life amongst first direct’s audience on Twitter.

The campaign kicked off with a ten second teaser ad which was broadcast on UK television for four days to capture viewers’ attention and create hype around the mysterious ad.

As the teaser ad aired, we created a war room to speedily respond to comments made by the online community in real-time, working closely with first direct’s other agencies to make sure our messaging was perfectly timed and aligned.


As the full length 30-second ad went live four days later, we produced reactive content to reach Little Frill’s fans. We managed Little Frill’s own Twitter account, regularly sending out tweets in line with current trends, news and memes, and personally responding to fans’ messages and comments. We also managed the @firstdirect handle making for interesting banter between Little Frill and first direct, the antidote to his lizardy problems.


In the first week alone, we reached 1.7 million people on social media and the @LittleFrill Twitter handle has received around 1.5k tweets generated by over a thousand users. The hashtag #LittleFrill clocked up 1.9k mentions and our content has been retweeted 836 times!

Overall, we enjoyed huge engagement and positive response from the online community, and continue to have fans avidly following and interacting with Little Frill. Stay tuned!