Member Showcase: Kitcatt Nohr Digitas
Project: Lloyds TSB - For the Journey
Client: Lloyds TSB
Outline Brief
Outline Brief - To create awareness online of the re-launch the Lloyds TSB brand from ‘You first’ to ‘For the journey’ (There were no quantified objectives).
Target Market - Lloyds TSB’s own customers (re-assure them they are with the right bank), those starting out on their banking life (Lloyds TSB’s base is ageing), and potential switchers (those who have misgivings about their current bank’s service levels, or feel that their bank sees them as a number).
Outline Work
‘For the journey’ provided the perfect platform for us to engage Lloyds TSB’s audience like no other bank could. Online activity would give us the opportunity to turn the new brand promise from a claim into a commitment.
We wanted to demonstrate that Lloyds TSB could listen and respond to customers’ life challenges rather than ‘shouting at them’ with product / business-centric marketing messages (hold conversations on an emotional rather than rational level – something alien to the financial services world).
In a rich, deeply engaging online campaign, we invited our audience to share stories relating to moving home, getting by, getting married, starting a business, protecting the things that mean the most to them, and planning for the future. Interactive banners and offline activity directed customers to a landing page, where they could register their details and write about a point in their hopes and experiences. In return, customers would have the chance to win £2,000 to help them on their journey.
Unique Features
This campaign was designed simply to test levels of emotional engagement and to help build a case for a much larger community-based campaign and web presence (an evolution of the ‘for the journey 'web presence to add value to products and services Lloyds TSB offers).
The campaign also involved extensive TV, press and radio activity, as well as direct mail and in-branch activity. Roster agencies worked together on a daily basis to create a closely integrated campaign. TV advertisements can be seen on YouTube: http://www.youtube.com/watch?v=b3xe9dSY7zM
As for results:
• Response far-exceeded expectations. Over 2,000 people from more than 600 towns and villages from around the UK submitted stories as a result of the online activity.
• Stories were deeply involving, demonstrating that customers felt comfortable sharing inner-most thoughts with Lloyds TSB.
• We were successful in attracting a broad range of ages online – the oldest respondent was 81.
• Though brand was the main objective and sales were not included in the objectives, 25% of those visiting the campaign landing page went on to visit product sections of Lloyds TSB (the Bank’s privacy policy places parameters around full end-to-end tracking)
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