Alliance & Leicester: First time buyer mortgages - IPA Effectiveness Awards Case Study 1990

Brief Description: Alliance & Leicester Building Society's first time buyers mortgage campaign featuring celebrities - Fry & Laurie. Highly competitive market. Objective: to persuade first time buyers to contact the Society prior to finding their house (to reduce their worries). This was a huge task as it meant changing the natural behaviour of FTB's ('first find your house'). Evaluation: successful number of applications. High ad awareness. Behaviour was affected due to advertising - shown in research among mortgage-takers. Estimated that advertising investment paid back within a year. ;---(TAGS)--- Full Title: Alliance and Leicester first time buyer ; Number: 1990/409 ; Brand Name: Alliance & Leicester First Time Buyers Mortgages ; Client: Alliance & Leicester ; IPA_ProductCoding: Financial Services (Banks/building societies/friendly societies/banking services/accounts) ; Financial Services (Mortgages, endowments) ; Agency: BMP DDB Needham ; Author: Antony Buck ;