Agency: The Leith Agency | Authors: Ian Grant |
Bank of Scotland Car Loans
'Can You Really Afford Your Shiny New Car?'
SUMMARY
In February 1998, Bank of Scotland relaunched their personal car loans product rebranded as, the Car Purchase Plan. The product featured competitive but not outstanding interest rates, in the face of stiff competition. The relaunch was a major success as a consequence of intelligent re-positioning and an inspired advertising-led campaign.
The campaign, spearheaded by television, focused on the added value aspect of the Banks car loans proposition, namely the willingness to help to pay for...