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Expat mood monitor
Halifax International, part of the Lloyds Banking Group, wanted to address some widespread misconceptions about offshore banking and expand its awareness in the expat community. Octopus was briefed to design a creative campaign that highlighted the relevance of Halifax's banking services to all expats, not just the super-wealthy.
Octopus created the 'Expat Mood Monitor', a survey of Halifax International's expat customer base designed as a barometer of their expenditure habits, key lifestyle trends and their attitudes towards a wide variety of social and economic phenomena. Several customers were interviewed and the resulting content turned into human interest stories used to populate the Expat Focus website created for the campaign.
Octopus also created a series of guides and articles for the expat community, covering everything from advice on locations such as Dubai and Spain to hints and tips for surviving expat life. This content was shared with key national and lifestyle media, along with the survey results and expat interviews.
The result: greatly improved perception for Halifax International's offshore banking services, driven by dozens of articles in the national, property and lifestyle media.