Woolwich moves advertising concept online with Dare

LONDON - The Woolwich is taking its above-the-line advertising concept online with a campaign by the digital marketing agency Dare.

The current above-the-line work, by Bartle Bogle Hegarty, promotes the idea that if your financial concerns, such as a mortgage or savings, are not with The Woolwich, they are in the wrong place.

In its first work for the bank, Dare has translated the above-the-line concept into an online campaign in a series of ideas that show digital ads in the wrong place or on the wrong site.

The first is a fake gardening site, which appears over the homepage of the financial website Hemscott. The second execution shows an ad banner dropped into the middle of a page, which then moves up to its rightful place at the top.

Dare has also produced a 30-second animated film, which will run on Transvision screens at five mainline train stations. It tells the story of a train journey, featuring a series of misplaced items.

Andrew Gillespie, the marketing director for personal customers at Barclays and The Woolwich, said: "Dare has moved the creative concept on a step by drawing attention to the advertising, before communicating the message."

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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).