| 标题 | Spider |
| 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 | Flexible Mortgage |
| 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 | 电视 |
| 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 |
| 导演 | Ged Haney |
| 制作公司 | Passion Pictures |
| 广告经理 | Alan Long |
| Business Director | Chrissie Tsalidis |
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