Midland Bank Live!: Cash Campaign
Launch of Midland Bank's 'LIVE! Cash' campaign. Objective: to encourage youth saving and to position LIVE Cash as the account most relevant to young people's lifestyles. Also to communicate to the youth market that the Bank will listen and understand them and encourage them to be adult. Media: TV (launched Dec 1988) with radio and press support. Sponsorship by the Bank of 'Rockline'. Evaluation: sales objectives were achieved two years ahead of schedule. Analysis showed TV was major contributor to successful result, radio also had a significant effect.