Proximity London has tightened its grip on the Lloyds Banking Group business by scooping the CRM account for Halifax, following a four-way pitch.
The agency beat off MRM Meteorite, TBCH and Watson Phillips Norman and will work across all of Halifax’s products to boost customer interaction with the bank.
Proximity has worked with Lloyds Banking Group since capturing Lloyds TSB’s CRM account in 2010. The bank has since spun off TSB. The agency played a key role in the Lloyds Bank relaunch, devising a major direct and digital campaign with the strapline, “Moments that matter”.
The group recently signed up for an advertising platform provided by US firm Cardlytics, which will see customers of Halifax, Lloyds, and Bank of Scotland receive targeted ads on their print statements linked to past purchases.
Cardlytics already provides the technology behind the Halifax Cashback Extras initiative, which gives customers up to 15% cashback on high street purchases made using their debit or credit cards.
However, Halifax Bank will no doubt be keeping a close eye on its mailings after a 2011 campaign promoting its Clarity credit card told the recipient to ‘Fuck Off’. Steve Smith, from Lancaster, was sent a letter addressed to ‘Dear Off’ and an application form with ‘Fuck Off’ plastered all over it.
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