Lloyds TSB Commercial: International Payments

Proximity London

The team

Rob Kavanagh, Tristen Sellen, Jonathan Bradley, Michelle Gatcombe, Alice Cohen, Adrian Hoole, Nick Myers, Bob Lambourne.

How did the campaign make a difference?

Using digital print, this work showed businesses that you don't need to make a trip to the bank, or crank up the fax – international payments are now as simple as making a few clicks with your mouse. Response was 440% better than expected! The ROI was 42:1. And new users were highly engaged, with the site dwell time up from 50 seconds to two minutes 24 seconds.

What details of the strategy make this a winning entry?

It worked! It was brutally simple. The work kept things simple and got the targeting right by finding the people with highest propensity to use the service, or who were already using the service with Lloyds TSB or competitors. These SMEs were taking time out of a busy day to go to a branch or stand in front of a fax machine. The approach was all about ease, and so the work simply told them about the new destination for international payments.

How did creativity bring the strategy to life?