OBJECTIVES

Halifax approached Grapple with a unique brief, to establish the 159-year-old Halifax as a “challenger brand” in the connected age, whilst remaining true to its core brand values.

The proposition had to fulfill three main criteria:

1. Be truly innovative, utilising advanced technology not previously seen in financial services

2. Offer genuine customer utility delivering on the promise of ‘a little extra help’

3. Provide a new, cost-efficient method to generate Halifax mortgage enquiries

THE SOLUTION

We utilised mobile to truly revolutionise the way people find and buy a home.

Halifax Home Finder, available free for iPhone and Android, is the UK’s only smartphone app that provides a complete end-to-end companion for home buyers, wherever they are.

The real showcase feature - advanced Augmented Reality technology that enables homebuyers to view properties currently for sale in the surrounding area, simply by holding up their smartphone.

Launched May 2012, the app also features:

• Viewing tools – facilitates the rating of properties during viewings that can be shared with family and friends

• Access to sold prices from previous 5 years with Land Registry data

• Local area guides – providing information such as distance from schools and public transport

• Mortgage estimator – helps establish what the home buyer may be able to afford

STRATEGY

Halifax Home Finder was brought to life by a dedicated in-house team of highly experienced strategists, award winning UX and visual designers, senior iOS and Android developers, and QA testers.

The app launch was supported by a high profile, multi-million above-the-line campaign including TV and outdoor. The ATL campaign was backed up by a strong journalist and blogger outreach programme which achieved coverage across financial, property, digital, marketing and consumer press, including The Guardian and ShortList.

RESULTS

The Halifax Home Finder app has generated over 150,000 downloads (judges eyes only), with over 100,000 consumers watching the video demo on YouTube. It currently boasts an average 4.5 star rating on the Apple App Store and Google Play, and has received overwhelmingly positive reviews from customers and journalists:

“The queen of property apps" – The Guardian

"The best property finding app currently available." - econsultancy

Halifax Home Finder is the winner of the IAB Creative Showcase award, is shortlisted for 2 x Rev Awards, an FS Tech Award, and was a finalist at the Campaign BIG awards 2012, making Grapple the first ever mobile agency to be nominated.