Agency: K Advertising | Authors: Hamish Pringle and Simon Law |
Cheltenham & Gloucester: 'We're here to make you richer'
There are two parts to this paper. The first deals with the Corporate TV campaign for Cheltenham & Gloucester whose overall objective was to reduce the Society's dependence on 'leading edge' interest rates by improving consumer perceptions of size and distinctiveness.
The second shows how C&G were subsequently able to capitalise on their improved brand 'standing' with the innovative use of product TV advertising to drive sales of mortgages and gain a disproportionate share of the market in 1995....