Halifax Share Dealing - TradePlay Game
The Client
Halifax Share Dealing, part of the HBOS group, the UK's largest mortgage, savings and investments provider.
The Brief
- Launch TradePlan – a unique set of share dealing tools to the existing customer base
- Show how the tools can help share dealers make more and reduce risk
- Generate response and encourage customers to use TradePlan tools.
The Solution
- Developed a ‘don’t tell me, show me’ strategy with product demonstration
- Created a unique and ground-breaking online ‘real-time’ trading game TradePlay, to bring the tools to life in a virtual world
- Segmented customer base to tailor messages to savvy and non-savvy customers and launched the game via emails and direct mail
- Produced ongoing email communications to encourage gaming and introduce a viral element (with RAF).
The Results
- Game generated 23% response
- A massive 37% of game players went onto convert and use TradePlans for real within their share dealing portfolios
- Game came to an end on 15th Sept 2006 yet despite this a further 1,300 people registered in two weeks – just to use TradePlay as an educational tool to aid their trading.