Campaign details
Brand: Lloyds BankBrand owner: Lloyds Banking GroupAgencies: MediaCom UK, adam&eveDDBMarket: United KingdomIndustries: BanksMedia channels: Content marketing, Integrated, Newspapers, Outdoor, out-of-home, Point-of-purchase, in-store, Public relations, Radio & audio, Search marketing, Social media, Television, Websites & micrositesBudget: 10 - 20 million
Executive summary
Lloyds Bank was losing ground to newer, trendier banks. To strengthen its position against the old competition, and defend against the new, Lloyds pivoted to a new communications approach that leveraged the insight that British people are more reluctant to talk to their families...