1 / 5

Halifax

Halifax. Advertising propelling Halifax into the big league and boosting market share and motivating staff. IPA Effectiveness Gold Award Winner 2002. Background. Transform Halifax from a tired building society Consumer banking sector a weakness Current account losing share

keaton-coffey
Download Presentation

Halifax

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Halifax Advertising propelling Halifax into the big league and boosting market share and motivating staff IPA Effectiveness Gold Award Winner 2002

  2. Background • Transform Halifax from a tired building society • Consumer banking sector a weakness • Current account losing share • A strategy for ‘extraordinary growth’ • ‘Staff as Stars’ campaign

  3. A New Strategy • A new current account was created offering a higher rate of interest • Halifax to position itself as a retailer and focus on the value of its services • Use advertising to help motivate a customer-facing workforce • TV ads starring Howard Brown from Halifax branch achieved instant cut-through and high recognition

  4. Results • TV played a critical role in creating mass awareness and instant cut-through in an intensely competitive market • ITV accounted for 68% of the total advertising budget and pulled in an average weekly TVR of 65 among all adults • 150% increase in sales of products featured in adverts • 43% rise in profit per current account customer • Advertising led to an impressive level of recall which was higher than that for any of the other four big banks. This led to Halifax being the first most shortlisted current account (up from 7th position), which it retained throughout the year

  5. IPA and WARC • This case study is drawn from the IPA Effectiveness Awards, the most rigorous examination of successful advertising in the world. For more information visit www.ipa.co.uk • All 700 IPA case studies are available in full at www.WARC.com, alongside 25,000 documents from 30 other authoritative sources. The WARC database includes the world's largest collection of published studies on media and marketing effectiveness

More Related