AOL has today launched personal finance website AOL Money with an advertising campaign and partnership with Nationwide Building Society.
The new website replaces WalletPopand DailyFinance and aims to appeal to money-savvy consumers and AOL’s core audience. It has been created so its visual identity is similar to other sites including Parentdish and the AOL homepage.
Nationwide has created an exclusive campaign with AOL UK for the new site, brokered by MPG Media Contacts. AOL Money will promote the Nationwide’s mortgages, savings and current accounts in a deal spanning four months from October 2011 to January 2012. The AOL Money campaign includes homepage takeovers as well as AOL’s Devil format, tools and distribution throughout the advertising.com network.
Peter Bennett, managing partner at MPG Media Contacts, said: “Nationwide’s new brand campaign needed something above and beyond standard display activity.
“Being the launch Sponsor of AOL Money ties in well with Nationwide’s new positioning of ‘On Your Side’. We are confident that this unique and collaborative launch will create an impact for both brands.”
Alex Bennett, senior digital marketing manager at Nationwide, said: “The development of AOL Money represented the perfect opportunity for Nationwide as a leading finance brand to partner with AOL bringing our experience and collateral to the launch of the new site.
“The creative solutions offered by AOL, coupled with Nationwide’s proprietary tools, guides and widgets, allowed the partnership to extend the reach of our recently launched brand positioning, ‘On your side’ whilst engaging our target audience in a customer focused way.”