Intelligent Finance backs full range with £8m work

Intelligent Finance (IF) is to highlight its credentials as a mainstream financial services organisation for the first time in an £8m campaign.

The activity marks a shift in strategy for the Halifax Bank of Scotland-owned telephone and online bank, which until now has focused on marketing its offset mortgage product.

The TV, press, poster and online executions will instead focus on other IF products such as its current and savings accounts, ISAs and credit card supported by the strapline 'Until money grows on trees'.

The campaign is the first work from IF's advertising agency, Campbell Doyle Dye, which was appointed to the account last October. The four TV executions play on the idea that IF is working hard for your money.

The first will be screened on April 12 and features a puppeteer putting on a frenetic performance in time to a piece of music. The end of the ad reveals that he is performing to an audience of three surly teenagers, who are ignoring the show in favour of sending text messages on their mobile phones.

IF has also invested heavily in its web site, which reflects the bank's positioning as a multi-product provider. The home page flags up its range of offerings and features visuals taken from the press and poster executions.

Media for the activity was planned and bought by BLM Media.