Alliance & Leicester - First time buyer mortgages

Antony Buck

This case history describes Alliance & Leicester Building Society's 1988 Fry & Laurie campaign for mortgages for first-time buyers, at a time of intense competition (including the entry of the banks into the market).
Agency: BMP DDB NeedhamAuthor: 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...

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