Quantum wins Halifax online task

By LEXIE GODDARD, campaignlive.co.uk, Monday, 28 February 2000 12:00AM

Halifax has handed the online planning and buying for the launch of its internet bank to Quantum New Media Services, the new-media arm of Booth Lockett Makin.

Halifax has handed the online planning and buying for the launch of

its internet bank to Quantum New Media Services, the new-media arm of

Booth Lockett Makin.



Quantum will handle online advertising for the internet and telephone

bank - named Intelligent Finance, - and work alongside its marketing

team to formulate an interactive digital television strategy.



Halifax has allocated pounds 15 million for the launch campaign, the

bulk of which will be spent on the internet.



The company is talking to traditional media agencies about the offline

element of the marketing push and is expected to announce its choice

next week.



Paul Longhurst, managing partner and joint owner of Quantum, will

oversee the digital interactive television side, while planner/buyer

Mark Branston handles online media.



The pair are already visiting media owners to discuss possible future

advertising campaigns for Intelligent Finance.



The online bank, which was previously known as Greenfield.com, will use

the web address www.thisisif.com. A preliminary site is up and running

but it will not launch in full until the end of June or the beginning of

July.



Users will be able to sign-up through a variety of channels, including

the net, by telephone, via financial intermediaries or through WAP

enabled mobile phones.



The company is aiming to sign up more than 500,000 customers in the

first year of trading and 12 million by the end of 2004.



The marketing strategy is likely to concentrate on the fact that

Intelligent Finance allows customers to access the bank when it suits

them, using several methods.



Longhurst said of the win: ’We have an ambition to work with the biggest

and best in each of the key sectors of the internet industry.



’We will use our proprietary advertising tracking software Radar to

develop a sophisticated return on the investment model.’



He continued: ’There should be no doubt that every penny we invest in

advertising will be coldly calculated to measure return in terms of

numbers of customers gained.’



Founded in 1998, Quantum New Media Services is a 50:50 joint venture

between Longhurst - who is a former media director of Ammirati Puris

Lintas - and the media agency Booth Lockett Makin.



The agency’s clients include Domino’s Pizza, the internet recruitment

company StepStone and Thomas Cook.



This article was first published on campaignlive.co.uk

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