| Título | Tortoise |
| Agencia | Chick Smith Trott |
| Campaña | Keeping Britannia Great |
| Anunciante | Britannia Building Society |
| Marca | Britannia Building Society |
| Posted | Noviembre 2000 |
| Producto | Cashback Mortgages |
| Sector Empresarial | Banca, finanzas, legislación y seguros |
| Lema | In a word, your home for life. |
| Filosofía | 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. |
| Medio | Publicidad en periódicos |
| Mercado | Reino Unido |
| Director creativo | Dave Trott |
| Responsable de conceptos / redactor | Dave Trott |
| Director creativo | Gordon Smith |
| Director artístico | Gordon Smith |
| Director de publicidad | Alan Long |
| Business Director | Chrissie Tsalidis |
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