BMP takes Alliance and Leicester brief to claw back share

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.

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

press.



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.



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