The Drum Awards Festival - Official Deadline

-d -h -min -sec


Halifax builds on Top Cat campaign with content marketing push to be more ‘unbank-like’


By Jennifer Faull, Deputy Editor

May 16, 2016 | 3 min read

Halifax has embarked on its largest ever content marketing push on the back of the recently launched Top Cat campaign which has seen it serve up a series of short form videos across its social channels answering the most commonly asked questioned people search for on Google.


Content and social marketing is becoming an increasingly important part of Halifax’s marketing mix, particularly over the past two years with it upping investment into the space and fuelling its Facebook, YouTube and own website with a variety of articles and videos to help people’s decision making.

This latest drive has taken a particular focus on driving engagement amongst house buyers - to coincide with the theme of the Top Cat ads - with a campaign that’s taken inspiration from Urban Dictionary and de-jargonised some of the terms those hunting a mortgage will come across.

For example, the term ‘Gazumping’ is described as “the crushing of your new home dreams by a johnny-come-lately with a higher offer. The gloves are off".

“Content is becoming increasingly important for financial services which is typically a low interest category. Brands have to engage with customers in a way that meets their expectations,” Tim Male, head of marketing communications at Halifax, told The Drum.

“We’re doing it in a way that they can relate to that isn’t bank-like in terms of bank speak.”

As the Top Cat advert theme moves on so to will the terms Halifax de-jargons. The content aims to boost the bank's perception amongst consumers as being what Male dubs the ‘unbank’.

“We’ve probably been more historically more differentiated [amongst other banks] simply because of our personality; so we’re trying to reflect that in activity. People are looking for a brand or relationship that’s in tune with how they’re thinking,” said Male.

The campaign, developed and executed by digital agency Zone, will run on Facebook, YouTube and through its own website.


More from Halifax

View all


Industry insights

View all
Add your own content +