It has partnered exclusively with women's portal iVillage UK to run a six-month integrated campaign across the site to drive registrations for the smile current account. Interactive agency i-level brokered the deal on behalf of smile.
A combination of sponsored editorial and advertorials will run on iVillage's money channel, which launched earlier this year.
The sponsored content will focus on ethical finance, detailing its popularity and the implications for high-street branches, as well as offering information on web banking and the range of products available.
Advertorials will focus on smile's products and issues specific to the web site of its parent, The Co-operative Bank (www.co-operativebank.co.uk).
Smile will also feature in iVillage's newsletters. About 1.7 million newsletters are distributed every fortnight to iVillage users. It will also exclusively sponsor the 'Money Matters' message board, as well as the cash flow calculator.
Kim Turner, sales director at iVillage UK, said: "The finance area is an essential part of the site for users, and it also offers a forum for our ad agencies to target women specifically.
"More companies are looking to integrate with sites to get more value for money."
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