Standard Life Bank pushes personal finance in online ads

LONDON - Standard Life Bank is to continue promoting personal finance planning with a new online campaign and microsite.

The bank, which says it wants to change the way customers feel about planning their personal finance, highlights its Freestyle Mortgages product with digital media.

According to Standard Life Bank, the objective is to continue raising awareness of Standard Life Bank and attract customers who are drawn to product features rather than just rates.

The creative uses a "flexible" moving shape and the strapline "What shape will yours be?" pointing to the flexible nature of the Freestyle Mortgages. On the microsite, the shape morphs into consumer desirables such as a car or a house.

Advertising online uses overlays, expandable banner ads and appears on finance sites through affliate networks.

David Macmillan, sales and marketing director at Standard Life Bank, said: "This new microsite emphasises in an imaginative way how Freestyle works as a financial planning tool. Our customers can shape their mortgage to suit their needs giving them control over their finances."

The activity, which was developed by digital agency DNA, follows on from SLB's autumn campaign which urged customers to "love their mortgage".

The Freestyle Mortgage push will also use press and direct mail marketing, as well as PR.

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