Britannia Building Society: Keeping Britannia great - IPA Effectiveness Awards Case Study 2002

Brief Description: 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. ;---(TAGS)--- Full Title: Keeping Britannia great : a small share of voice needs a big idea ; Number: 2002/29 ; Brand Name: Britannia Building Society ; Client: Britannia Building Society ; IPA_ProductCoding: Financial Services (Banks/building societies/friendly societies/banking services/accounts) ; Agency: Walsh Trott Chick Smith ; Author: Polly Evelegh, Alan Read, Alan Long ;