CAMPAIGN-I: Halifax promotes Intelligent Finance with web campaign

Halifax launches an online advertising initiative this week to

generate more registrations for its internet bank, Intelligent


The campaign, which will support the current TV campaign for the brand,

uses the new larger advertising formats that were recommended by the US

Internet Advertising Bureau last month.

The online media agency Quantum did the media and strategy for the


The digital creative was handled by the Scottish agency The Union, which

also created the brand's offline ads.

The ads are comprised of words tumbling into a banner which form

straplines such as: 'With our help it's easy to move your current

account to Intelligent Finance.'

Dominic Mansour, the associate director at Quantum New Media, said: 'The

online aspect was designed to support and integrate with the offline

activity, in particular the TV work. The TV activity targeted 74 per

cent of all adults and was therefore broad reaching, an approach

replicated online.'

The IAB in the US introduced guidelines for larger-sized banners in

March, and issued recommendations for seven new ad formats including big

rectangles running down the sides and the middle of web pages.

Ads for the IF brand will appear on sites including the 365 Network,, Excite and Lycos.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).