DM blitz hails Lloyds Bank relaunch

Lloyds BankLloyds Bank is launching a major direct and digital campaign as part of its multi-million pound relaunch, which sees “For the Journey” ditched in favour of a new strategy.
Based on the strapline, “Moments that matter”, DM activity – devised by Proximity London – will back a TV and press campaign which launched over the weekend. It kicked off with a humorous TV ad based on the story of a man in his 30s living with his parents who took out a mortgage with Lloyds. Cheltenham & Gloucester continues to be the bank’s home loans specialist.
Meanwhile, The Sunday Times featured a one-off front page “see-through ad”, backed by ads throughout the newspaper, and a cover wrap appeared on this morning’s Daily Telegraph. The ad campaign was created by RKCR/Y&R, with media planning and buying by MEC.
Proximity London has been integral in helping develop and translate the new brand, bringing it to life both visually and tonally in all direct communications including direct mail, email and digital.
The new ‘breath of fresh air’ tone of voice has initiated a step change in the way Lloyds Bank talk to their customers and we have taken the opportunity to apply this approach not just to marketing comms, but also to mandatory and service comms to deliver a more consistent customer experience.
Lloyds Banking Group managing director of brands and marketing Catherine Kehoe said: “Throughout its 250 year history, Lloyds Bank has long been a brand to be proud of, and today we are building on and revitalising that brand.
“This is our chance to offer customers something different by focusing on the moments that really matter in life, whether that is helping our customers buy a first home or helping grow their business. We can do this because we have worked hard to ensure our revitalisation will focus on the needs of people and businesses of Britain.”
Proximity London deputy chairman Sharon Whale added: “Lloyds Bank rebrand has been a project with huge and diverse reach and we are proud of the role we have played and are continuing to play.  It has given us with a real platform to differentiate Lloyds Bank customer communications moving forwards.”
The “For the Journey” strategy had been running since 2007; a total of £30m has been spent advertising the rebranding of both Lloyds and TSB.

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11 Comments on "DM blitz hails Lloyds Bank relaunch"

  1. RT @DM_editor: @proximityLDN launches Lloyds Bank relaunch DM blitz http://t.co/RUQnsVKiE1 #digitalmarketing #datamarketing #directmarketing

  2. RT @DM_editor: @proximityLDN launches Lloyds Bank relaunch DM blitz http://t.co/RUQnsVKiE1 #digitalmarketing #datamarketing #directmarketing

  3. RT @DM_editor: @proximityLDN launches Lloyds Bank relaunch DM blitz http://t.co/RUQnsVKiE1 #digitalmarketing #datamarketing #directmarketing

  4. RT @DM_editor: @proximityLDN launches Lloyds Bank relaunch DM blitz http://t.co/RUQnsVKiE1 #digitalmarketing #datamarketing #directmarketing

  5. Lots of hard work from the Lloyds crew @proximityLDN launches Lloyds Bank relaunch DM blitz http://t.co/vZwycfnZN4 #digitalmarketing

  6. Boom! Big congrats to the @proximityLDN crew > DM blitz hails Lloyds Bank relaunch – http://t.co/SiE8QvNwgc

  7. RT @DM_editor: @proximityLDN launches Lloyds Bank relaunch DM blitz http://t.co/RUQnsVKiE1 #digitalmarketing #datamarketing #directmarketing

  8. RT @Wandster: Boom! Big congrats to the @proximityLDN crew > DM blitz hails Lloyds Bank relaunch – http://t.co/SiE8QvNwgc

  9. RT @Wandster: Boom! Big congrats to the @proximityLDN crew > DM blitz hails Lloyds Bank relaunch – http://t.co/SiE8QvNwgc

  10. And one more for good measure… #mylifeforthelastsixmonths http://t.co/bxJsg9BUbA

  11. RT @DM_editor: @proximityLDN launches Lloyds Bank relaunch DM blitz http://t.co/RUQnsVKiE1 #digitalmarketing #datamarketing #directmarketing

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