Union unveils pounds £10m 'IF' ad campaign

LONDON - The Halifax is launching a pounds £10m campaign through the Union to promote IF', its new phone and internet bank.

The Halifax is launching a pounds £10m campaign through the

Union to promote ’IF’, its new phone and internet bank.

The campaign will highlight Intelligent Finance’s competitive rates and

attempt to gain ground in a market that is already being courted by Egg,

Virgin One, Woolwich, Smile and Cahoot.

The work will promote the service as the only one of its kind to offer 0

per cent interest rates on borrowing by connecting current account and

savings money to personal loans or mortgages.

The national TV campaign aims to demonstrate how IF’s services can make

consumers ’better off’. The first ad opens on a Russian cosmonaut

floating through space. As his craft drifts through the IF monolith, his

satellite is upgraded. While drifting, he explains that his mortgage is

cheaper with Intelligent Finance.

The second spot shows a fisherman in a rowing boat travelling through

the IF monolith on a lake. He becomes ’better off’ when his outboard

motor is transformed into a superior model and he describes how IF

allows him to have a credit card at 0 per cent.

A final spot shows a couple travelling through the desert in a cramped

car. Upon passing through the monolith their car is transformed into a

new VW Combi. They say that IF gives a 5 per cent rate of interest on

current accounts, which also makes them ’better off’.

The TV ads will be supported by national direct marketing and a press

and poster campaign featuring the same characters. Supporting online

work will run across 70 key websites.

The ads were written by Michael Hart and Simon Scott. They were art

directed by Andrew Lindsay and Don Smith and directed by Daniel Barber

through Rose Hackney Barber. Media planning and buying is through CIA,

with online planning and buying through Quantum.

Angela McIntosh, the marketing director of Intelligent Finance, said:

’Our challenge is to put across our messages simply and forcefully.’

Andrew Lindsay, the creative director at the Union, said: ’Financial

services is a tricky creative area, but we feel the work will get

noticed.’

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