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
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,
Beeb.com, Excite and Lycos.