Brief Description: Case study looks at long running Fry and Laurie campaign for core products – mortgages and savings. For consumers to consider the products they had to be aware and accepting of the society for which size and security are seen to be key attributes. Aim to establish A&L as secure and in a position to make financial life simple. 8 TV executions costing £22m from 1987- 1991.Research shows campaign success demonstrated by sales ---(TAGS)--- Full Title: Alliance & Leicester Building Society - Alliance & Leicester Building Society advertising effectiveness 1987 - 1991; Number: 1992/215; Brand: Alliance & Leicester Building Society; Client: Alliance & Leicester Building Society; Product Category: Financial Services (Banks/Building Societies/Friendly Societies, banking services, accounts); Agency: BMP DDB Needham; Author: Will Collin and Les Binet; Prize Winners: Second Prize; (Adworks ref: Advertising Works 7)