Lloyds bank has given its mobile banking app a makeover, as part of its wider strategic, Lloyds moves everyone forward repositioning. Both move the bank’ s focus to customer experience and the first campaign, The Power To Do It All, by adam&eveDDB, underlines this with its understanding of the trials of parenthood and human humour.
The Power To Do It All launched on October 5 with two British stories that add a clever twist to familiar family moments. It’s very human.
adam&eveDDB created the bank’s biggest ever multi-channel campaign with global brand consultancy, Wolff Olins, and media agency, Zenith. It brings together more than 500 different assets across the app, campaign executions, activations and digital strategy spanning AV, audio, outdoor, social, digital, influencer and gaming channels. Following the appointment of Suresh Balaji as chief marketing officer in 2023, Wolff Olins was appointed to reimagine the Lloyds brand as truly experience-led brand began, part of a wider strategy review for Lloyds Banking Group.
During Lloyds’ strategic brand review the Wolff Olins team found that while nearly everyone has a financial step forward to take, many people struggle to do so. This led to the development of the brand positioning, Lloyds moves everyone forward, and guided the new campaign. The Wolff Olins team developed a design philosophy for the brand that feels distinctly Lloyds but has evolved for the digital era – supporting the overall customer experience. Wider brand identity changes include a reinvigorated colour palette with a new sense of ownership of the classic Lloyds green, an updated tone of voice that evokes a grounded sense of Britishness, and a new photography style holding a mirror to modern culture.
Suresh Balaji, group chief marketing officer at Lloyds Banking Group, stated, “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.”
Tom Carey, Senior Creative Director at Wolff Olins, commented, “We worked closely with the Lloyds Design teams to make the brand more flexible, expressive and effective – and we’re all excited to see it come to life. Tonally, that sense of Britishness has been brought to the fore and with it a touch of humour. It’s still the Lloyds we know and love, but redesigned for the future: bolder, wilder and with a charming British twist.”
Miranda Hipwell, adam&eveDDB CEO, added, “This new, totally integrated campaign is the biggest yet and marks a fresh creative direction – bringing a little humour and levity, all grounded in the effortless power of the app experience.”
