Lloyds Bank has launched a new multi-channel consumer campaign following the completion of a strategic brand review.
The financial group is hopeful the new campaign and brand initiative – which started on Saturday (5 October 2024) – will result in greater take-up of its rebranded mobile app, which is the focus of the new push.
Featuring more than 500 assets across social, digital, influencer, gaming and traditional media channels such as outdoor, the campaign hopes to educate app users about how the digital tool can inform their choices across banking, investment, savings, lending and pensions.
“Modern brand building is more than advertising,” said Suresh Balaji, group chief marketing officer at Lloyds Banking Group.
“A brand is the sum total of all experiences and using design principles across the customer ecosystem is a non-negotiable for us. Our aim has been to take our stable, strong and traditional brands and make them even more timeless by applying our ‘experience-led-brand’ principles.”
Balaji said the new integrated campaign would be a great way to show consumers how the app empowers people when it comes to their money and helps them take their next step forward.
World renowned agency Wolff Olins and advertising agency adam&eveDDB – which is shortlisted for this year’s Financial Promoter Awards – worked on the research and creative for the new project.
“Wolff Olins is a longstanding partner of Lloyds Banking Group,” Sairah Ashman, global chief executive officer at Wolff Olins, said.
“It’s been a wonderful collaboration in taking the best of the past and making it relevant for a new era and landscape. We look forward to seeing everything come together as the brand experience is rolled out.”