To celebrate the launch of Lloyds’ revitalised mobile banking app, we crafted our most extensive campaign for Lloyds Banking Group yet, highlighting how the app empowers users with a comprehensive suite of financial tools—from everyday banking to an array of products in the investments, insurance, pensions, mortgages, and car leasing spaces.
This new app is part of a broader brand refresh at Lloyds, aimed at repositioning the bank as a modern, digital-first institution, attracting a younger customer base. The brand’s strategic positioning has evolved from “By your Side” to “Lloyds moves everyone forward,” – a lens for the brand experience and product innovation. This has been accompanied by wider brand identity changes that include a reinvigorated colour palette, an updated tone of voice and a new photography style that reflect modern British culture.
Our fully integrated campaign seamlessly combines over 500 unique assets, spanning the app, campaign executions, activations, and digital strategy across AV, cinema, audio, outdoor, social, digital, and gaming channels.
Our AV films embody Lloyds’ renewed focus, showcasing two modern British narratives where the app effortlessly resolves potentially awkward family situations with surprising and unexpected twists.
The inaugural spot for the campaign features a father and his daughter enjoying a day out, with the dad effortlessly using his phone to purchase various items. When his card gets declined while buying a giant teddy bear, we quickly cut to the duo outside the store, revealing how the father unfreezes his card in the Lloyds app—defusing a potentially difficult conversation with his daughter.
In addition to Daddy Daughter, we introduced a second spot to coincide with the release of “Link Pay,” a new app feature that allows customers to conveniently request money from friends and family. The film depicts a grandfather using his Lloyds Bank card to pay for food, activities, and shopping during a family vacation, before requesting reimbursement via the Link Pay feature just before they all depart for home.