Objective: to differentiate the 'brand', build customer loyalty and expand customer base. Target audience: ABC1s. Targeted customer niche in tune with Bank's core values. Ethical positioning was already owned by the Bank but needed to be expressed better. Media: national press (main medium), TV (three-region test). Results: ad campaign reversed the Bank's decline in market share and returned it to profitability, recruited a better quality of customer, improved staff morale. Research showed how the advertising had affected existing and new customers, and how the advertising worked. All on a comparatively small budget.