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Clerical in net campaign bid to boost IFAs

Clerical Medical is running its first interactive internet advertising campaign to promote IFAs to consumers.

The£100,000 campaign starts this month and involves a series of banner ads on several personal finance sites including and Motley Fool.

The ads include a Find an IFA banner that gives people the option to locate their nearest IFA from the IFA Promotion database by typing in their postcode. The person is then directed to a microsite listing IFAs within a specific area.

Clerical says the ads are designed by its newly appointed Swedish interactive advertising agency Abel & Baker and represent the first use of DHTML technology by a UK financial company.

This technology can move images from the banner ads around the screen in a bid to keep the viewer interested.

The online campaign is designed to complement Clerical&#39s TV ads and inject humour into online advertising.

There are four ads in the campaign, each showing a situation where an IFA could help people out of difficulty.

A “good versus bad” ad is designed to show people life is better with an IFA, “lost in the jungle” has a character wandering with a message saying you can help him by finding an IFA, “financial headache” has a doctor prescribing a visit to an IFA and “superman to the rescue” sees the hero taking someone to an IFA.

Clerical head of corporate marketing Martin Finch says: “We are excited by this campaign and the ability it gives us to support the IFA channel in a new and original way.”


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