Lloyds Banking Group: On the money

Lloyds Banking Group, the UK financial services provider, fostered more effective relationships with its customers through an email strategy that broke campaign benchmarks and drove engagement.

Halifax has ambitions to move from a product-centric to a customer-focused approach. The brief was to build customer engagement beyond functional product relationships.

Strategy

Faced with the shocking fact that 47% of UK adults lack confidence in managing their money, the team planned an integrated comms experience around the key moments in customers' financial lives.

The campaign applied insight and personalisation to make every communication helpful, informative and inspirational: 'On the Money.'

A multi-dimensional customer strategy and joined-up, multichannel communications journeys were based on key themes, segmented by customer life-stage and behavioural triggers, to bring brand promises to life at...

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Insights Team
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