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 & Leicester First-Time Buyers Mortgages: Alliance & Leicester first time buyer; Number: 1990/409; Brand: Alliance & Leicester First Time Buyer Mortgages; Client: Alliance & Leicester; Product Category: Financial Services (Banks/Building Societies/Friendly Societies, banking services, accounts) ; Financial Services (Mortgages, endowments); Agency: BMP DDB Needham; Author: Antony Buck