Titolo | Spider |
Agenzia | Chick Smith Trott |
Campagna | Keeping Britannia Great |
Cliente | Britannia Building Society |
Marca | Britannia Building Society |
Posted | Novembre 2000 |
Prodotto | Mortgages |
Settore | Finanza/Assicurazioni |
Filosofia | 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. |
Tipo di Media | Pubblicita' su quotidiani |
Market | Regno Unito |
Creative Director | Dave Trott |
Copywriter | Dave Trott |
Creative Director | Gordon Smith |
Art Director | Gordon Smith |
Advertising Manager | Alan Long |
Business Director | Chrissie Tsalidis |