TSB: School leaver campaign 1984-85 - IPA Effectiveness Awards Case Study 1986

Brief Description: Grand Prix Winner. Aim was to encourage school leavers to open accounts with TSB, increase awareness in that target group ad portray an image of a welcoming and friendly service. A free magazine and promotional pack supported TV campaign. News accounts achieved far exceeded targets. Research confirmed an increase in TSB share of the target group. Econometric modelling confirmed that all elements in the package were essential. ;---(TAGS)--- Full Title: TSB's school leaver campaign 1984-1985 ; Number: 1986/50 ; Brand Name: TSB School Leavers ; Client: Tsb Group ; IPA_ProductCoding: Financial Services (Banks/building societies/friendly societies/banking services/accounts) ; Agency: J Walter Thompson ; Author: Jeremy Elliott ;