BRAND OWNER :HBOS
CATEGORY :Financial
REGION :Global
DATE :Apr 2008 - Dec 2008
HBOS is one of the most recognisable names in banking. The Halifax International offshore banking service launched in 2008 to provide a service familiar for those far from home. The challenge was to engage with a disparate audience of UK expats in a competitive, HSBC dominated market place and difficult macro-economic conditions.
Having conducted extensive global research into the types of expats (New lifers, Career Pursuers, and Retirees), messaging and content were provided across a diverse range of subjects ranging from making friends, language, property & accommodation and tax planning, showing Halifax really is more than just a bank.
Halifax teamed up with The Sun, one of the UK’s leading tabloids as business partners rather than media owners, creating a bespoke branded expat channel on the Sun Online, with 100% of ad formats owned by Halifax. Display ran across money comparison sites and global/national news sites with advertorial, newsletter promotions and channel takeovers.
An XML feed was incorporated into rate-led display advertising to update instantaneously, saving creative costs and notifying consumers of the best deal.
Partnering with TradeDoubler, affiliate marketing focused on introducing Halifax International as a competitive product through financial listings. Affiliates also ran across a range of niche sites that linked to the various expat-life stages, allowing HBOS to educate on all aspects of the expat journey. This was combined by paid and natural search.
The entire campaign delivered a total of 106,193,617 impressions, generating a CTR of 3.5%. In total, the Halifax International acquisition drive delivered a total of 8,170 new accounts, a 382% increase on targets, with CPA below target. In total, £250 million in deposits was generated for Halifax International.
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