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Lloyds Encourages You to Enjoy Family Holidays More with New App Features

28/10/2024
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Created by adam&eveDDB, the campaign highlights the ease of requesting money from family and friends with new Link Pay feature in the refreshed Lloyds mobile banking app

To mark the release of the new Link Pay feature in the refreshed Lloyds mobile banking app, Lloyds is expanding its biggest ever multichannel campaign - 鈥楾he Power To Do It All鈥 - with a new advert that highlights the ease of requesting money from family and friends.

Created by adam&eveDDB, this features a new 60鈥 spot that builds on the charm and surprise of 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鈥檙e owed, 鈥淭he Best Grandparents鈥, directed by Gary Freedman (who also directed the first spot in the campaign, Daddy Daughter) 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. This new launch belongs to the biggest multichannel campaign from Lloyds to date. 鈥淭he Power To Do It All鈥 launched on 5th October as part of a new 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 鈥淏y Your Side鈥 positioning, to 鈥淟loyds Moves Everyone Forward鈥. 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.

鈥淭he Best Grandparents鈥 advert premieres on 28th October 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.

Miranda Hipwell, chief executive officer at adam&eveDDB said, 鈥淲e鈥檝e 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鈥檙e really enjoying bringing this lighthearted, modern aspect of the Lloyds experience to life and there鈥檚 much more to come鈥︹

Suresh Balaji, chief marketing officer 鈥 Lloyds Banking Group said, 鈥淭he launch of our new Link Pay app feature is incredibly exciting, and just one of the ways we鈥檙e giving more financial tools and better experiences to our customers. 

Its launch also presents another compelling example of how our app is putting the power of finance in people鈥檚 hands, and we鈥檙e excited to showcase it through our 鈥楶ower To Do It All鈥 campaign. 

Our new 鈥楾he Best Grandparents鈥 TV ad wonderfully highlights how Link Pay offers our customers an easy way to request money they鈥檙e owed by friends and family without the need for those awkward conversations.鈥

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