Lloyds continues bank app blitz with grandparents spot

Lloyds is ramping up its advertising blitz promoting the bank’s new mobile banking app, as part of its multichannel “The Power To Do It All” campaign, with a new ad that highlights the ease of requesting money from family and friends.

Once again created by Adam & Eve DDB, the activity features a new 60” spot that builds on the first burst of the campaign.

Based on the insight that British people tend to feel a bit awkward having conversations around money that they are owed, “The Best Grandparents”, directed by Gary Freedman, shows an extended family enjoying a holiday together, culminating in the Lloyds app delivering an unexpected twist.

The work is supported by additional creative across radio, digital and social media.

The spot is part of a wider drive to position Lloyds as an experience-led, digital first brand, helping empower customers to take financial steps forward.

It marks a significant brand strategy shift for Lloyds, which has moved on from its “By Your Side” positioning, to “Lloyds Moves Everyone Forward”.

As part of this shift, the Lloyds app has been completely redesigned, bringing everything together into one place in order to seamlessly help customers, whatever their financial need, from brilliant everyday banking to pensions and investments.

The brand is also embracing a refreshed visual identity which will continue to be rolled out through this campaign.

“The Best Grandparents” launches this week across TV, VOD and cinema with the new integrated assets running alongside the existing campaign until mid-November. Media planning and buying was handled by Zenith.

Lloyds Banking Group chief marketing officer Suresh Balaji said: “The launch of our new Link Pay app feature is just one of the ways we’re giving more financial tools and better experiences to our customers.

“It also presents another compelling example of how our app is putting the power of finance in people’s hands, and highlights how Link Pay offers our customers an easy way to request money they’re owed by friends and family without the need for those awkward conversations.”

Adam & Eve DDB chief executive Miranda Hipwell added: “We’ve all been there when it comes to settling up at the end of a group holiday – this chapter of the campaign shows how the Lloyds app can resolve awkward moments effortlessly. We’re really enjoying bringing this lighthearted, modern aspect of the Lloyds experience to life and there’s much more to come…”