The campaign launches with a spend of £1.5 million in the first month and will advertise the bank's loans, current account and mortgage offerings - with advertisements for savings products following later in the year.
McCann Erickson Central is the lead agency involved in the production of the advertisements which will appear on a range of satellite channels, as well as ITV1 and Channel Four terrestrial channels.
The new commercials continue to focus on the bank's great interest rates, and make more of the Alliance & Leicester 'real plus' point of difference in an entertaining and demonstrative way. A simple equation is created each time: the customer is in a less than perfect situation PLUS a great deal from Alliance & Leicester EQUALS customers living the life they want.
Commenting on the new strategy Lesley Vernon, Alliance & Leicester's Head of Marketing Communications said: "Our previous strategy of using hard-hitting response-based creative has been very successful for us, but we have evolved our TV model for 2005. The new adverts will continue to sell our products and contribute to the credibility of our brand message. However we recognise that purchasing financial products such as mortgages and current accounts can be an emotional as well as a rational decision, so the new adverts will introduce more warmth and appeal to the message to help persuade customers to consider our full range of products."
