Originally launched in 1985 by direct mail aimed at good credit risk customers. By 1987 there was huge competition from other lenders with the ability to outspend E&P. Decided strategy would be to tie loans in with specific purchase needs. Originally tested on classic car market, in December 1987 after the campaigns launch the lend-spend ration was seen to rise significantly having declined sharply from mid-1985. Campaign extended to other loan purposes.