The Halifax has launched an integrated new-media campaign on the web and interactive TV this week, which makes it the first banking brand to use superstitial advertising technology to market its services online.
The internet advertising, which promotes the brand's 4 per cent interest rate current account, comprises banners and buttons as well as the superstitial ad, which uses a 'polite' loading system and rich media and is produced by the US company Unicast.
The creative for the campaign, which runs until mid-February, was done by Ebrands@DLKW, the digital division of the advertising agency Delaney Lund Knox Warren & Partners. The media was planned and bought by Zenith Interactive Solutions.
Based on the Halifax's press ads, rather than the TV spot featuring a singing branch manager called Howard, the internet ad appears on the Ftyourmoney.com banking channel, Lineone's money channel and ANM's ThisIsMoney.
Simon Andrews, the managing director of Ebrands, said: 'We didn't want to use Howard as we didn't think that the online execution would do him justice. This is Halifax's biggest online advertising campaign and signals a commitment by the brand to take a more integrated marketing approach.'
The campaign features three different banner creatives, and Olivia Parry, the account executive for Halifax at ZIS, said: 'We've gone for the comparison areas of financial channels with the superstitial ad.'
Advertising banners and buttons also appear on Open and NTL interactive TV.