IPA Awards: Gold Award - The Channon Prize for Best New Learning: Halifax

Title: Halifax students campaign 2008
Client: Lloyds Banking Group
Entrant: Delaney Lund Knox Warren & Partners
Author: Kathryn Ellis, Delaney Lund Knox Warren & Partners
Contributing authors: Kristy Halpin, Halifax;
Charlotte Wolfenden, Delaney Lund Knox Warren & Partners
Media used: National newspapers, internet, interactive, direct
marketing, viral, search, other

In a nutshell

By shifting 80 per cent of its media budget online, the Halifax students campaign improved efficiency and generated a payback of £2.36 per £1 spent.

Summary: In a quest to improve efficiency, Halifax wanted to recruit as many new student current account customers as the previous year, with approximately half the marketing budget. Starting university is seen as one of the key life events that trigger the need to open a current account. As a result, there is strong competition between banks to capture the nation's new students. The strategy involved shifting 80 per cent of the media budget online, with the online campaign centred on the theme "be smarter with your money" and a film that exaggerated the desperate things students do to get through university financially. Digital creative led all other communications, from in-branch posters to direct mail. As a result, increased efficiency led to a payback of £2.36 for every £1 spent.

Judge's comment: A well-put-together case, with a clear sense of the business challenge and the objectives. It showed strong insights into the target audience and its media habits.

- Mark White, managing director, Five.