The Halifax People Campaign: How a Long-Term Idea Also Made a Short-Term Impact

The 1991–1992 campaign for the Halifax Building Society (the 'X' campaign). By early 1991, continuous tracking was recording a fall in advertising awareness and image clarity for the Halifax brand, following the emphasis on product advertising in previous years.
Agency: BSB DorlandAuthor: John Ward

The Halifax People Campaign: How a Long Term Idea Also Made a Short Term Impact

BACKGROUND

The UK financial services market has always been a competitive one, but the intensity of this competition has increased dramatically since the Building Societies Act of 1986 and the deregulation that resulted from it. From having had relatively discrete market sectors ranging from mortgages through credit cards to personal loans, savings accounts, life assurance, pensions and current accounts, the various institutions (all of whom had engaged in a large degree of product specialisation) found...

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