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AACC Effies (France)
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Carrefour: How to make success out of trivia
Association des Agences Conseils en Communication, French Effies, 1996
Carrefour's planned 1994 birthday celebration had a strong promotional theme with the prime objectives being to increase the number of customers while reinforcing the low price image.
Carrefour's planned 1994 birthday celebration had a strong promotional theme with the prime objectives being to increase the number of customers while reinforcing the low price image. The results saw an increase in customers of +13% and an increase in turnover of 7% compared to estimates.
Lloyds Bank: How TV Advertising Helped Increase Customer Commitment
Mary Stewart-Hunter, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1992
Describes the long-term television campaign by Lloyds Bank directed at generating and increasing commitment among customers.
Describes the long-term television campaign by Lloyds Bank directed at generating and increasing commitment among customers. Initial qualitative research investigated what constitutes commitment. Campaign started in 1985 and continued through 1988. Campaign dominated rivals in: ability to generate awareness (shown by Millward Brown tracking); creative consistency, shown by high 'adstock' base levels. Image monitoring led to campaign modification (introducing new character, Nigel Havers, to indicate youth, modernity, flexibility, accessibility, in addition to traditional bank values exemplified by Leo McKern). Post evaluation research shows Lloyds with a higher level of customer commitment than Barclays or NatWest. Other possible explanations discussed and discounted in favour of the advertising.
From Uncertainty to an Abbey Ending
Nick Simmonds, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1990
A study of Abbey National's corporate advertising during 1989. Reason for the campaign: to maintain goodwill whilst changing the company's status to plc.
A study of Abbey National's corporate advertising during 1989. Reason for the campaign: to maintain goodwill whilst changing the company's status to plc. Research revealed concerns among customers, especially that the change would lead to pressure for mortgage rate rises. Also, concern that current customers would switch business, at a time when mortgage demand was declining fast. A TV corporate campaign and a mortgage-specific campaign using TV (two bursts) and press throughout the year were used. Tracking data and qualitative research confirmed the impact of the corporate campaign. Abbey National's share of lending showed a major turnaround, reflected in profits.
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