Halifax Digital Halifax Jargon Buster, 1 by adam&eveDDB London

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Halifax Jargon Buster, 1

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Industry Banking & Financial Services
Media Digital, Interactive & Mobile
Market United Kingdom
Agency adam&eveDDB London
Chief Creative Officer Ben Priest, Richard Brim
Copywriter Laurence Quinn
Released November 2017

Credits & Description

Client Halifax
Brand Halifax
Project name Jargon Buster Google Assistant / Website
Client Tim Male, Head of Halifax Comms; Gemma Buckwell, Senior Manager, Retail, Product & Content
Group Chief Creative Officer Ben Priest
Chief Creative Officer Richard Brim
Copywriter Laurence Quinn
Designer Mauricio Brandt
Planner (creative agency) John Blight
Media agency Greenhouse / Google Zoo

adam&eveDDB harnesses Google Assistant for Halifax Jargon Buster campaign

adam&eveDDB has created an innovative new jargon-busting campaign for Halifax, as the bank teams up with Google to help homebuyers navigate the housing market.

The Halifax Jargon Buster explains the terms relating to house buying that are most often searched on Google, using sensible explanations backed up with easy-to-understand analogies. It can be accessed using Google Assistant on mobile devices and Google Home, by saying “Ok Google, let me speak to the Halifax Jargon Buster”.

This means that users at any stage of the homebuying process can search for the mortgage term they are unsure about, and get a response with an analogy.

adam&eveDDB has also created a dedicated website for the Jargon Buster. Among the terms homebuyers can look up are 'stamp duty', 'gazumping', and 'gazundering', along with 20-plus of the top Googled mortgage terms. The results provide dictionary definitions to make the language easier to digest, with adam&eveDDB adding more content as the campaign continues.

Mat Goff, CEO at adam&eveDDB, said: “House buying and the associated lingo, can be confusing – especially the first time round. The Halifax Jargon Buster has been created to be both useful and entertaining, and to help people navigate this big step with a bit more confidence. Partnering with Google makes it an easy tool for home buyers to access.”

Tim Male, Head of Innovation and Communications at Halifax, said: “Buying a home is usually the biggest financial commitment we make in a lifetime, and we know that mortgage and property market terms can feel difficult to grasp – with many people turning to Google for help. As part of our commitment to the mortgage market which includes lending £10bn to first-time buyers in 2017, this felt like the perfect opportunity to join forces with Google to help people navigate the home buying process more confidently and get a step closer to their dream home.”