Euro RSCG unveils Abbey National ads

Abbey National is attempting to entice new customers with a trade-in deal promoted in a series of TV, radio, online and press ads created by Euro RSCG Wnek Gosper.

The £3.3 million campaign has been designed to tell as many consumers as possible about the terms of the deal, where the bank pledges to offer £50 if it cannot make consumers a better offer on their mortgage or current account arrangements.

The print work, running in the national press, contrasts various items which fall short of satisfactory with more plush variants: hard, scratchy loo paper becomes soft and quilted, a Monopoly card for the Old Kent Road becomes Mayfair, a frog changes into a prince and a cramped, economy class airline seat changes into a luxurious business class one.

Continuing the "Because life's complicated enough" strapline, the TV ad shows a long-suffering wife fantasising about trading her husband in for a new model after he allows the door of a car showroom to slam in her face. The ad will run for a month from 7 October.

Online ads will appear on major financial websites such as Motley Fool, as well as news sites and major portals such as MSN and Yahoo!

National newspapers will be targeted for press executions, and radio ads will air on regional stations such as Heart 106.2 and Hallam FM for six weeks. Media was planned and bought by Carat, and KLP handled in-store promotional work.

The Euro RSCG managing director, Adam Leigh, said: "The campaign carries on showing how you can make financial propositions come to life through fun and entertaining advertising."

The Abbey National head of national and local communications, Tina Boyle, said: "The trade-in campaign is an important step in our desire to become the leading retailer of financial services in the UK and offer great value."

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