Case Studies - Abbey

Client: Abbey

Agency: Pd3

Campaign: Abbey Mortgages

Brief:

To create a real life tangible element to Abbey's TV advertising campaign strap line "How much money have you lost on your mortgage this month?"

Target Audience:

• Young Professionals
• Home Owners
• Affluent urbanites.

Campaign Description:

Link Communication distributed 10,000 black leather wallets with a fake £50 notes sticking out of the top. When the wallet is opened, the £50 note reveals to be communication from Abbey with the strap line from current TV treatment "How much money have you lost on your mortgage this month?"

The campaign was measured with a telephone number and a website URL where consumers could find out the savings to be enjoyed with an ABBEY mortgage. The wallets were placed across a range of locations where the target audience would find them, in a 'one to one' environment :

• City centre locations (shop changing rooms, ATM's phone boxes, parking metres)
• Out of town locations (locker rooms in fitness club changing rooms, petrol pumps, buses, libraries)
• Door to door (on residential door steps)
• Evening locations (washrooms in bars, clubs and restaurants)

Results:

• 10,000 wallets were distributed across the five selected cities.
• Consumers appreciated the humour of the trick.
• The activity had a huge "viral" element to it. Once the first person had found it (eg: in a wash room of a bar), they would take it back to their friends, and play the trick in them. Study showed that an average evening, one wallet was passed around to 48 people, within one venue.
• The dedicated website received record numbers of hits on the weekend of the activity.