tqp were asked to handle HGA's media planning and buying for a savings bond launch.

A target investment level was set for the bond, and a sales based media budget was allocated to achieve it.

Our experience of the financial services markets, and analysis of HGA's historic response data, led us to propose that media advertising should be concentrated in just three key titles - not the 6-7 normally scheduled.

Relevant media use resulted in highly visible and efficient media buying, delivering 20% more bond investment than the sales target, at 50% of the media budget!

relevant media visibility, maximised