Agency: BMP DDB Needham | Author: Antony Buck |
Alliance & Leicester
First time buyer mortgages
INTRODUCTION
During a boom year in 1988, clouds were growing on the horizon of the mortgage market. All forecasts pointed towards a tough 1989 with mortgage supply far outstripping demand. Profitability was seriously threatened.
This case study attempts to demonstrate an unusual use of advertising; namely, to change the purchasing process for a particular product, in this case, first-time buyer mortgages.
In essence, it shows how an understanding of the basic needs of a market enabled the Alliance & Leicester and BMP...