HALIFAX BUILDING THE NATION'S FINANCESOn the Money
A new conversation in money, aimed to grow confidence with the long game in mind.
The brief
Halifax had ambitions to move from a product-centric to a customer-focused approach. We were tasked with building customer engagement beyond functional product relationships.
The insight
47% of UK adults lack confidence in managing their money. The goal was to improve this. Our success would be measured on increase the number of quality interactions with customers.
The solution
Working as one of many teams and solo creatives, we helped to create an integrated comms experience around key moments in customers' financial lives.
The campaign applied insight and personalisation to make every communication helpful, informative and inspirational – ‘On the Money.’
Multichannel communications journeys were based on key themes, segmented by customer life-stage and behavioural triggers. addressed the natural reset points when customers would be more receptive to prompts to change their behaviour.
Comms were sent at the best time for customers to implement new habits. Such moments would be at an everyday level like payday, and at more significant milestones like home-buying.
Segmentation helped us speak in the right way to those needing specialist support, such as customers with low credit scores.
We created a bespoke template and creative wrapper under the banner 'In the Know' to help customers become familiar with the new communication series, and start to look out for its helpful summaries and advice.
All comms were designed to be down-to-earth, straight-talking and confidence-building, with a fresh look and feel to distinguish them from conversion.
The results
620% increase in click-thrus
More than double the dwell times
More customers taking action – from reviewing their spending to amending their contactless limit
DMAs Gold Winner
