Halifax has handed the online planning and buying for the launch of
its internet bank to Quantum New Media Services, the new-media arm of
Booth Lockett Makin.
Quantum will handle online advertising for the internet and telephone
bank - named Intelligent Finance, - and work alongside its marketing
team to formulate an interactive digital television strategy.
Halifax has allocated pounds 15 million for the launch campaign, the
bulk of which will be spent on the internet.
The company is talking to traditional media agencies about the offline
element of the marketing push and is expected to announce its choice
Paul Longhurst, managing partner and joint owner of Quantum, will
oversee the digital interactive television side, while planner/buyer
Mark Branston handles online media.
The pair are already visiting media owners to discuss possible future
advertising campaigns for Intelligent Finance.
The online bank, which was previously known as Greenfield.com, will use
the web address www.thisisif.com. A preliminary site is up and running
but it will not launch in full until the end of June or the beginning of
Users will be able to sign-up through a variety of channels, including
the net, by telephone, via financial intermediaries or through WAP
enabled mobile phones.
The company is aiming to sign up more than 500,000 customers in the
first year of trading and 12 million by the end of 2004.
The marketing strategy is likely to concentrate on the fact that
Intelligent Finance allows customers to access the bank when it suits
them, using several methods.
Longhurst said of the win: ’We have an ambition to work with the biggest
and best in each of the key sectors of the internet industry.
’We will use our proprietary advertising tracking software Radar to
develop a sophisticated return on the investment model.’
He continued: ’There should be no doubt that every penny we invest in
advertising will be coldly calculated to measure return in terms of
numbers of customers gained.’
Founded in 1998, Quantum New Media Services is a 50:50 joint venture
between Longhurst - who is a former media director of Ammirati Puris
Lintas - and the media agency Booth Lockett Makin.
The agency’s clients include Domino’s Pizza, the internet recruitment
company StepStone and Thomas Cook.