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adam&eveDDB

Core disciplines: Advertising/Creative, Digital

TV; Top Cat

TV; The Flintstones

Outdoor

Outdoor mural

Digital banner

Digital banner

Social responsive posts

 

Celebrating our colleagues and well-loved characters across all channels

 

Challenge

Halifax is the challenger brand within Lloyds Banking Group. It is a bank, with the heritage and values of a building society. Because of this it is a breath of fresh air in banking: uniquely warm, welcoming and refreshingly straightforward.

Our challenge was to get Halifax back to its best, with famous advertising that is truly un-bank like.

 

Strategy

No matter who you are, the people at Halifax will give you the same friendly and helpful service. Colleagues talk to customers on their level – they’re interested in how money affects their day-to-day life. They’re friendly, approachable, informal and chatty, whilst being 100% professional at the same time. They solve problems and make things happen without any fuss.

We wanted to stand apart by celebrating Halifax’s unique personality, showing how Halifax gives Extra to Everyone with a range of surprising and charming well-known customers being served by Halifax colleagues as only they can, whether that’s helping Top Cat find a new home or helping Fred switch from his backwards bank in Bedrock.

The campaign ran across every channel including TV, Outdoor, Digital Outdoor, Mobile, Social, Digital Display, Website, Mobile and In-branch comms. For Top Cat, we even commissioned a wall mural in Old Street, London. 

 

Results

  • It would be premature to attribute any hard ROI on this campaign, but what we can say is that there was a 10% YOY increase in mortgage application volumes after the Top Cat campaign ran.
  • Ad awareness rose from 9% of the adult population to 16% in one week. [city AM graph ad awareness]
  • People created their own wall murals in London (below) and sent fan mail (attached)
  • It was also the most recalled and liked piece of advertising according to a study by Campaign http://www.campaignlive.co.uk/article/halifax-indisputable-leader-banks-top-cat-say/1399994

 

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