Dunfermline Building Society: Advertising Effectiveness

Shows the success of a television campaign for the Dunfermline Building Society in 1992, against the background of recession and severe lack of confidence in the housing market.
Agency: McCann Erickson (Scotland)Authors: B. Fitzpatrick and P. Atkinson

Dunfermline Building Society: Advertising Effectiveness

SUMMARY

The statistics presented under the campaign achievements and results would be impressive enough in a normal trading year. But 1992 was no ordinary year, given the background of a difficult economic situation and a severe lack of confidence in the housing market. Though Scotland has not been affected to quite the same extent as some parts of the United Kingdom, the Dunfermline Building Society has nevertheless had to work particularly hard to gain its share of the savings and mortgage...

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