| Advertiser | Halifax |
|---|---|
| Buying route | AGP |
| Audience | ABC1 Women |
| Sector | Finance |
| Target Audience | ABC1 25-54 |
| Package | AGP |
| Media Agency | Greenhouse GroupM |
| Creative Agency | adam&eveDDB |
| Duration | 60" |
Background
In a competitive sector Halifax prides itself on doing things differently – both in its marketing and how it deals with customers. Halifax wanted to return to its roots of entertaining advertising that engages audiences and brings to life how Halifax staff give ‘extra’ to every single customer, no matter who they are.
Idea
The aim of the new character campaign was to differentiate Halifax from its competitors, demonstrating that whoever visits a Halifax branch they will get the same friendly welcome and excellent service. In this instalment, the classic animated character Top Cat is seen going to Halifax looking for help in buying a new home. The campaign’s objectives were specifically focused on boosting non-customer awareness and consideration.
Plan
Looking to extend reach among non-customers, cinema was a natural complement to the media mix (television, digital and social) offering Halifax a uniquely engaging environment to showcase its ‘Top Cat’ creative. The execution used in cinema was a 60” copy which included the TV ad and a ‘bloopers’ reel of outtakes to further land the entertaining nature of the Halifax campaign, to drive preference of the Halifax brand. Halifax bought an AGP ensuring its ad ran across a range of titles including Logan, Beauty And The Beast, Get Out and Kong: Skull Island.