Halifax - The people who give you extra
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.
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.
• 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 enjoyed the campaign nostalgic felling so much they even created their own wall murals in London and sent in fan mail.
• It was also the most recalled and liked piece of advertising according to a study by Campaign: Read more here