Brief: strengthen the Woolwich’s positioning as mortgage and savings specialists.

Idea: build on the print campaign theme of things being in the wrong place, for example: ‘if your mortgage isn’t with the Woolwich, it’s in the wrong place’.Execution: Our solution was to put the online advertising itself in the wrong place! We put gardening content on financial sites and dropped banners onto the middle of the page – before moving them back up to their usual position at the top.