The Alliance and Leicester is fighting to win back its share of the
mortgage market by splashing out pounds 1.2 million on a six-week
campaign by BMP DDB.
Three humorous ads, forming a national press and poster campaign, will
promote the building society’s special offer with the line:
’Fortunately, our special mortgage deals won’t last for ever.’
The ads, which will run from 3 March to 10 May, target anyone who is
thinking about moving and taking out a mortgage this spring.
They each feature a weary employee from a fictitious removals company,
who is relieved to hear that the offer, which has had them rushed off
their feet, is only for a limited period. ’Dave’ has blisters on his
hands, ’Sidney’ is suffering from a bad back and ’Ron’ is seen soaking
his feet in a bowl of soapy water.
Media for the campaign, also through BMP, will be spread across Adshels,
six-sheet poster sites and railtracks as well as national and trade
All three executions were art directed by Dave Masterman and written by
Ed Edwards, with photography by Alan Powdrill.
Lynn Hunter, a product manager at Alliance and Leicester, said: ’The
spring promotion offers customers cashbacks, valuation refunds and
extremely competitive rates. We were looking for a direct and upfront
campaign which was also warm and human. I am sure these ads will appeal
to a wide audience.’
The Alliance and Leicester is on the brink of converting to a bank, and
plans a stock market flotation on 21 April. Despite a 6 per cent rise in
profits, its share of lending dropped from 5.2 per cent to 3.1 per cent
last year after the building society decided to stay out of a price war
in the first half of 1996.