GLOBAL – September 24, 2013 – As part of its reform strategy, Lloyds Bank has re-launched, supported by an extensive Out of Home campaign across England and Wales.
The re-launch, which is designed to reflect its reliability and stature as a reformed bank, is the largest localized OOH campaign by a bank in the UK, Kinetic Worldwide said in a press release. Marking the beginning of Lloyds Bank and TSB as separate entities – TSB launched on September 9.
To reengage customers, Lloyds Bank has released emotive billboards all over the country, depicting various cinematic images relating to customers’ lives.
The campaign is based on the bank’s re-established values as a trusted support throughout its customers’ significant experiences, from family milestones to business events. The word "matters" is most prominent, but the billboards also maintain the brand’s green hues and iconic black horse logo, connoting reliability and stature.
The billboards are found at Liverpool Street, King’s Cross, Oxford Circus and Manchester Piccadilly, and aim to capture the commuting audience. Meanwhile cluster sites that enable the viewing of multiple creatives at Waterloo and Manchester’s Chester Road, supported by large premium roadside static and digital formats, aim to capture the driving population.
Helen Hall, Account Director, Kinetic said, "Premium Out of Home media was perfect for this campaign due to its ability to target Lloyds Bank’s key audience with formats associated with brand positioning, importance and strong re-call, ideal for the launch of Lloyds Bank as a new and transformed bank for the British public."
