Halifax Bank of Scotland: How a bank made more of their money

This paper shows how the Halifax campaign has been developed over 2001-5 to maintain results whilst decreasing spend on advertising, in line with their aim to operate as the lowest-cost banking provider in the UK. The 'Staff as Stars' campaign had a great impact in the market and offered huge media value in PR. This in turn allowed them to buy lighter weights for each burst of advertising in order to maintain presence in TV, their lead medium, throughout the year. This year-round prominence allowed Halifax to establish themselves as the leaders of value in the banking category and, ultimately, drove sales of new product holdings. Throughout this period they maintained their share of new account holdings despite reducing their advertising budget