Lloyds Bank: The power of Pure Brand

Lloyds Bank, a banking brand, increased spontaneous awareness and incremental revenue in the UK by creating a series of TV commercials that used its black horse icon as a supportive companion.

Campaign details

Brand: Lloyds BankAdvertiser: Lloyds Banking GroupEntrants: adam&eveDDB and MediaComPrincipal author(s): Benjamin Worden, adam&eveDDB, Matt Delaney, MediaCom and Craig Palmer, Lloyds Banking GroupContributing author(s): Ricky Watson, Lloyds Banking Group and Catherine Slingsby, Lloyds Banking Group

Executive Summary

Banks and financial services organisations find comfort in the rational.

Their business is one of numbers and figures, calculations and models.

They take a statistical approach to everything. When it comes to marketing, they are centres of excellence in performance optimisation, programmatic targeting, and propensity modelling. Nobody knows more than they do about...

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