Campaign Media Awards 2008: Best Financial, Corporate and Utilities Campaign

campaignlive.co.uk, Friday, 21 November 2008 12:00AM

WINNER
Title: Sun: Expats
Media agency: Profero
Media director: Will Phipps
Media planners: Lydia Boulstridge, Boye Balogun
Creative agencies: Profero, News International
Client: HBOS
Brand: Halifax International
Marketing director: Steve Jones

The Halifax set up The Sun Expats after conducting research into what united audiences as diverse as retired couples in Spain to young couples working in Dubai. It showed that the further away from home they were, the more proud they were of where they came from. With this audience increasingly using digital media to keep up with events back home, the idea emerged that it was the tabloid press that was one of the most recognised, celebrated elements of British identity. The Sun was approached not as a media owner but as business partner, and the idea to create The Sun Expats was born. It features four key sections of sport, news, community and advice, and gives expats the chance to share their viewpoints. Halifax has a constant branding presence on the site and research shows that each month, 380,000 unique readers are visiting the dedicated site.

COMMENDATION
Title: The Sunday Times £25 Million Entrepreneur Challenge
Media agency: News International
Creative agency: News International (in-house)
Creative director: Gordon Beckett
Client: Bank of Scotland
Brand: Bank of Scotland
Head of marketing: James Farrar
Assistant director of marketing: Antonia Bennett

This article was first published on campaignlive.co.uk

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