Halifax: Taking on the high street banks - IPA Effectiveness Awards Case Study 2002

Brief Description: 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. ;---(TAGS)--- Full Title: HBOS PLC (Halifax) - taking on the high street banks by communicating like a high street retailer ; Number: 2002/26 ; Brand Name: Halifax ; Client: Halifax ; IPA_ProductCoding: Financial Services (Banks/building societies/friendly societies/banking services/accounts) ; Agency: Delaney Lund Knox Warren ; Author: Richard Warren ;