| Title | Tortoise |
| Agency | Chick Smith Trott |
| Campaign | Keeping Britannia Great |
| Advertiser | Britannia Building Society |
| Brand | Britannia Building Society |
| Posted | November 2000 |
| Product | Cashback Mortgages |
| Business Sector | Banking, Finance, Law & Insurance |
| Tagline | In a word, your home for life. |
| Philosophy | A Small Share of Voice Needs A Big Idea Its what you do with what youve got that matters. With just 0.32% advertising share of voice, Britannia Building Society met ambitious marketing objectives, following the launch of a new campaign. Saliency increased from 17% to 29%; consideration leapt from just 4% to 20%, whilst mortgage advances increased 68% year-on-year, versus market growth of 17.8%. How? The campaign adopted a big idea that was used on every piece of communications. Effective share of voice increased because each piece of communication reinforced the other. |
| Media Type | Newspaper |
| Market | United Kingdom |
| Creative Director | Dave Trott |
| Copywriter | Dave Trott |
| Creative Director | Gordon Smith |
| Art Director | Gordon Smith |
| Advertising Manager | Alan Long |
| Business Director | Chrissie Tsalidis |
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