Title | Tortoise |
Agency | Chick Smith Trott |
Campaign | Keeping Britannia Great |
Advertiser | Britannia Building Society |
Brand | Britannia Building Society |
Posted | November 2000 |
Product | Cashback Mortgages |
Business Sector | Banking, Finance, Law & Insurance |
Philosophy | 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. |
Media Type | Billboard |
Market | United Kingdom |
Creative Director | Dave Trott |
Copywriter | Dave Trott |
Creative Director | Gordon Smith |
Art Director | Gordon Smith |
Advertising Manager | Alan Long |
Business Director | Chrissie Tsalidis |