Halifax Building Society: Turning Big Into Beautiful

Summarises the Halifax Building Society campaign during 1991–1994. Research had shown that customers needed their final brand choice to be as simple and painless as possible.
Agency: BSB DorlandAuthor: J.A. Ward

Halifax Building Society: Turning Big Into Beautiful

WHAT IS THE POINT OF THIS CASE STUDY?

This case study shows how, and why, BSB Dorland and the Halifax Building Society arrived at a clear definition of how advertising is most likely to be effective in influencing the financial services consumer. Above all, it demonstrates that on the five criteria chosen for measurement of this effectiveness, the advertising has performed, and continues to perform, better than any other advertising in the sector. What follows is basically an account...

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