Alliance & Leicester Building Society's first time buyers mortgage campaign featuring celebrities - Fry & Laurie. Highly competitive market. Objective: to persuade first time buyers to contact the Society prior to finding their house (to reduce their worries). This was a huge task as it meant changing the natural behaviour of FTB's ('first find your house'). Evaluation: successful number of applications. High ad awareness. Behaviour was affected due to advertising - shown in research among mortgage-takers. Estimated that advertising investment paid back within a year.