The Woolwich launches £4.1m multi-media advertising campaign

The Woolwich is launching a &£4.1m multi-media advertising campaign to promote its Open Plan current account. The ads, created by Publicis, are aimed at promoting the bank’s ‘overnight sweeping service’, which places current account customers’ money into a high interest account overnight. The ads are to appear on terrestrial and satellite television and will be backed up with radio and press ads and direct marketing. Media buying is through Optimedia. The ads feature a nightwatchman who tells the viewer: ‘I earned a little more money tonight – without doing a thing’. The Woolwich director of marketing communications Ian Jackson says: ‘The new ad acknowledges that every day people have ideas about what would benefit them as customers and that The Woolwich has developed its offering in response to this.’