Lloyds TSB: Local branch
THE TEAM
Mark Addleman, Sue Coburn, Rachael Dawson, Anna Hingston, Sarah Pickering, Barney Hosey, Peter Frings, Morgan Reavey, Stuart Plumley, Richard Cook.
Other contributor:
Brightsource - Production.
WHAT IS WONDERFUL ABOUT THIS WORK?
A highly personal letter from the local branch with an invitation to call the branch manager, with a CTA directly referencing recent customer behaviour. This data strategy resulted in a tenfold improvement of lending ROI, from 45% to 444%. Subsequent fine-tuning of data selections and production has further increased lending ROI to 952%.