Halifax: Making money extra easy

Rob Isaacs and John Blight

Campaign details

Brand: Halifax
Brand owner: Lloyds Banking Group
Lead agency: adam&eveDDB
Contributing agencies: Greenhouse Group
Country: United Kingdom
Industry: Banks, credit cards, loans, Financial services (general), Insurance
Channels used: Content marketing, Email marketing, Internet - display, Internet - search, Mobile & apps, Online video, Social media, Television, Word of mouth, advocacy
Media budget: 1 - 3 million

Executive Summary

Banking is the archetypal low-interest category. Most consumers actively avoid anything to do with their bank until they really need help – or something goes wrong. In addition, banks are hamstrung by a need to appear trustworthy and operate within tight regulatory criteria. All this is anathema for any decent social strategy that relies on audience goodwill, engagement and advocacy.