Alliance Building Society: All Case Histories Aren't the same

Simon Cole

Describes a campaign over two and a half years, showing how it has proved effective against the total marketing objectives of the Alliance Building Society, and has been adaptable to the changing requirements of financial institutions: developing brand image and awareness and, increasingly, promoting individual products.
Agency: TBWAAuthor: Simon Cole

Alliance Building Society: All Case Histories Aren't the same

This case study shows how an individual piece of advertising is effective against not only the usual set criteria of awareness, image and income (sales), but also how the whole campaign can develop given identified success at each stage of its development.

From its inception the campaign has clearly demonstrated its success against the overall marketing objectives of the Alliance Building Society. It has been adaptable to the changing requirements of financial institutions in the 1980s, from the important development of brand image...

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