Lloyds unveils major data-led campaign for app relaunch

Lloyds is launching what it claims it its biggest-ever multi-channel campaign – bringing together more than 500 different assets – designed to promote its refreshed and rebranded mobile banking app.

The fully integrated data-led campaign, created in partnership with Adam & Eve DDB, brand consultancy Wolff Olins and media agency Zenith, brings spans across the app, campaign executions, activations and digital strategy including AV, audio, outdoor, social, digital, influencer and gaming channels.

Following the appointment of Suresh Balaji as chief marketing officer in 2023, the former Standard Chartered CMO set in place his strategy to create digital and data-led change. Wolff Olins was appointed to reimagine the Lloyds brand as part of a wider strategy review for Lloyds Banking Group.

The launch campaign, created by Adam & Eve DDB, marks the launch of Lloyds’ latest version of its customer app; the first activation and product to be designed under the refreshed brand, as part of its wider strategic “Lloyds moves everyone forward” repositioning.

The activity is designed to showcases how Lloyds’ revitalised mobile banking app puts the power of finance in people’s hands – from everyday banking and beyond, including investing, mortgages, pensions, and car finance.

Running for six weeks from this week, the campaign will feature two British stories of how the Lloyds app provides a twist in these observed and familiar family moments.

Balaji said: “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.

“Our new campaign is a great way to show consumers how our app empowers people when it comes to their money and helps them take their next step forward. Massive thanks to Wolff Olins, adam&eveDDB and Zenith UK.”

Zenith CEO Sannah Rogers added: “This campaign represents Suresh’s clear vision, positioning Lloyds as a modern, digital-first bank and we have showcased a shared commitment in bringing these bold moves to life. It’s energising to be part of such a dynamic partnership, and we’re excited to see this vision come to life in a truly integrated and data-led campaign.”