Anglia Capital Shares

Describes a change in campaign in 1981, from corporate image-building for the Anglia Building Society to product support behind a new savings scheme, Anglia Capital Shares.
Agency: McCann EricksonAuthor: Mike Longhurst

Anglia Capital Shares

This paper describes the launch in March 1981 of the Anglia Capital Share Account and its support through the year. The case for advertising effectiveness rests upon the demonstration of how, through a change in advertising strategy, from a thematic approach, designed to build awareness and image, to a direct product-sell approach, Anglia Building Society was able to dramatically improve its share of market. The new product, despite massive competition from the 'big five' societies, provided a most impressive ratio of receipts to advertising expenditure and made the Anglia...

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