标题 | Tortoise |
广告公司 | Chick Smith Trott |
广告战役 | Keeping Britannia Great |
广告主 | Britannia Building Society |
品牌 | Britannia Building Society |
Posted | 11月 2000 |
产品 | Cashback Mortgages |
行业领域 | 银行、金融、法律和保险 |
广告口号 | In a word, your home for life. |
哲学 | A Small Share of Voice Needs A Big Idea Its what you do with what youve got that matters. With just 0.32% advertising share of voice, Britannia Building Society met ambitious marketing objectives, following the launch of a new campaign. Saliency increased from 17% to 29%; consideration leapt from just 4% to 20%, whilst mortgage advances increased 68% year-on-year, versus market growth of 17.8%. How? The campaign adopted a big idea that was used on every piece of communications. Effective share of voice increased because each piece of communication reinforced the other. |
媒体类别 | 报纸 |
市场 | 英国 |
创意总监 | Dave Trott |
文案 | Dave Trott |
创意总监 | Gordon Smith |
美术指导 | Gordon Smith |
广告经理 | Alan Long |
Business Director | Chrissie Tsalidis |