Helen Chattwell
Agency Producer at MullenLowe UK
London, United Kingdom
TitleX-Bomb
Agency
Campaign Staff as Stars - Halifax
Advertiser Halifax plc
Brand Halifax
PostedSeptember 2002
Business Sector Banking & Financial Services, Investments, Stock Brokers
Philosophy Taking on the High Street Banks by Communicating like a High Street Retailer



This case describes how an integrated communications idea – “Staff as Stars”- transformed Halifax from a ‘former building society’ to an aggressive competitor to the big four clearing banks in the space of just 12 months. Taking its inspiration from retailers, not from banks, this case shows how the idea galvanised a 35,000 person organization, and cut through the most crowded sector in advertising, to produce a 150% increase in sales and 43% increase in profit per current account customer.
Media Type Television
Length
Market United Kingdom
Creative Director
Creative Director
Copywriter
Art Director
Production Company Producer
Agency Producer
Art Director
Copywriter
Director
Production Company
Advertising Manager
Account Manager
Managing Director

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