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U.K. financial services provider Lloyds just launched a new multi-channel campaign that celebrates a new era for the brand.
Helmed by creative agency adam&eveDDB and media agency Zenith, "Power To Do It All" highlights the brand's refreshed customer mobile banking app, giving users more access and control over their finances, from investing to mortgages, pensions, and car financing.
The latest initiative is marked by two spots among a slate of multimedia ads that show how the mobile app is used by families in everyday moments.
The idea behind the efforts blossomed from the insight that, while people have financial goals, many struggle to take a step forward and actually pursue them.
This insight then led to the new "Lloyds Moves Everyone Forward" brand positioning that reflects its new services and product innovations, including a revamped mobile banking app.
Suresh Balaji, Lloyds Banking Group's newly appointed CMO, shared his thoughts on the company's recent initiatives, saying that modern brand-building is more than advertising.
"A brand is the sum total of all experiences and using design principles across the customer ecosystem is a non-negotiable for us. Our aim has been to take our stable, strong and traditional brands and make them even more timeless by applying our ‘Experience-led-brand’ principles," Balaji explained.
The CMO added that the new integrated campaign is Lloyds Bank's way of showing consumers how its app can empower people when it comes to their money, helping them take the next step forward.
Adam&eveDDB CEO Miranda Hipwell also shared her thoughts behind the initiative, praising the teams from Wolff Olins, Zenith, and Lloyds.
She continued, saying that the campaign is the brand's biggest yet "as it marks a fresh creative direction, bringing a little humor and levity, all grounded in the effortless power of the app experience."
Brand positioning is crucial in creating distinct associations in the minds of consumers and ensuring your company stands out from competitors.
Lloyds' latest multi-channel campaign is no different, with the brand refreshing its visual identity and brand voice to perfectly capture the new digital era it's living in.
What Did Daddy Do?
The first of two commercials, titled "Daddy Daughter," kickstarts with a father buying his daughter an ice cream cone, using Lloyds' app to pay by tapping his phone onto the cashier's payment system.
His daughter then brings him to the lake, eagerly convincing him to ride a big Swan boat with her.
Again, he uses the Lloyds banking app to pay for the ride.
Throughout the rest of the ad, the young girl drags his dad across the city to buy things she wants: a balloon, shiny boots, movie tickets, popcorn, and a giant stuffed bear.
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However, just as the dad was about to make the last purchase, the payment was declined.
"Never mind," his daughter tells him, happily hopping out of the store.
In a turn of events, it just so happened that the dad froze his account for the payment not to go through — a feature that Lloyds made possible.
"Freeze and Unfreeze your account in an instant," the screen reads, as the advert ends.
The second commercial will be released this month as part of the campaign's six-week run, which will span AV, audio, outdoor, social, digital, influencer, and gaming channels.
Last June, adam&eveDDB and Lipton Iced Tea teamed up for a hilarious summer campaign.
Editing by Katherine 'Makkie' Maclang
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