Halifax Students Campaign 2008 (2009)
The Channon Prize for Best New Learning
Campaign: Halifax Students Campaign 2008
Brand: Halifax
Client: Lloyds Banking Group
Entrant: Delaney Lund Knox Warren & Partners Ltd
Principal Author: Kathryn Ellis - DLKW
Contributing Authors: Kristy Halpin - Halifax, Charlotte Wolfenden - DLKW
Credited Companies: Halifax - Client, DLKW - Creative Agency, DLKW - Digital Agency, Tangible - Direct Marketing Agency, DLKW - Integrated Agency, Vizeum - Media Agency, Unruly Media - Others, Arc - Others, Hall and Partners - Others
This paper shows how in a quest to improve efficiency in 2008, Halifax set themselves the challenge of recruiting as many new student current account customers as the previous year, with approximately half the marketing budget. Starting university is seen as one of the key life events that triggers the need to open a current account and as a result there is strong competition between banks to capture the nation’s new students. The strategy involved shifting 80% of media budget online, with the online campaign centred around the notion ‘Be smarter with your money’ and a film that exaggerated the mad things students do to get through university financially. Digital creative led all other communications from in-branch posters to direct mail. As a result, increased efficiency led to a payback of £2.36 per every £1 spent.
Judge's Comments:
A well put together case, with a clear sense of the business challenge and the objectives. It showed strong insights into the target audience and their media habits.
-Mark White, Managing Director, Five