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Case Studies

 

Why HBOS decided to target British expats

Why HBOS decided to target British expats

An increasing number of Britons are choosing to become expatriates with data from the Office for National Statistics (ONS) revealing that the rough number of UK citizens opting to move abroad permanently reached record levels last year, with 207,000 people leaving the country.

To HBOS, that one hell of a market, and one hell of a challenge for the banking group.

Challenge

Reach a new audience: Target British Expat audience with the HBOS brand, wherever they are in the world.

Insights  
 
There is a complete absence of research available on Expat audiences and their digital habits. Even Mintel concluded “statistics are uncertain, we are unable to confirm any figures, standard research techniques do not work…”

Strategy and Execution  

Internal global research showed that ‘‘the further away from home you are, the more proud you are of where you came from”

Create a partnership with a trusted media brand that allowed Expats to keep in touch with the UK and allowed them to share their experiences abroad.

Set within www.thesun.co.uk/expats the Expat features 4 key sections of Sport, News, Community and Advice – each with a mix of dedicated Expat features and leading stories of the day

Finance section acts as a key content feed for all Halifax financial features reflecting the key questions and concerns that Expats have about planning or remaining in their new country.  All ad formats are 100% taken by the Halifax allowing a constant branding and platform for further account acquisition.

Results

Yearly-targeted impressions surpassed in opening 2 weeks alone
All targets exceeded by 20 times in the opening month
380,000 unique readers each month
Average 3.2 minutes reading the content specifically created
Ad formats positioned within The Expat are gaining 4 times the expected CTR which are leading to directly attributable sales

Learnings

Expats have taken branded content to a new level. The creation of a bespoke, relevant and timely channel that benefits both brand and consumer has the potential to generate a hugely successful marketing campaign that builds brand trust and affinity with target audiences.

AJR
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