Financial Services: Lloyds TSB’s ‘For the journey’

Lloyds TSB is the UKs biggest retail bank with over 12 million current account holders and in 2007 its challenge was to stand

Lloyds TSB is the UK’s biggest retail bank with over 12 million current account holders and in 2007 its
challenge was to stand out from its high street banking rivals.

The brand objective was “Wherever you want to get to in life, Lloyds TSB can help you on your way” with “For the journey…” as the brand promise of commitment to long-term relationships with customers.

The campaign achieved levels of communications well beyond the norms for banking and captured the popular imagination. The launch  ad had over 123,000 hits on YouTube, Lloyds TSB advert appreciation societies are still going strong on Facebook and the remixed soundtrack made the top 20.

Lloyds TSB is now the number one provider of current accounts, credit cards and loans. Sales volumes rose 17% overall and new business share also increased – current accounts (from 15% to 16%), loans (from 15% to 17%), credit cards (from 7% to 13%).


Shortlist

Brand – Airmiles Duo Credit Card
Company – Lloyds TSB Group

Brand – Bupa
Company – Bupa

Brand – Icesave Easy Access, Cash ISA
Company – Landsbanki

Brand – Nationwide Building Society
Company – Nationwide Building Society

Sponsor: Corporate Edge

Corporate Edge is a leading brand and communications consultancy operating across Europe, the Middle East and the US.

We believe in the power of brands to inspire change and deliver competitive advantage for an organisation. We develop brands that support how an organisation communicates, how it thinks and innovates, and how it behaves.

We can help clients at any stage of the brand and communication development process – from articulating vision, values and key messages to developing and implementing brand identity and communication programmes.

Over the last 30 years our creativity and strategic thinking has helped ensure the success of some of the world’s highest profile businesses, locations, charities and governments. Financial services is one of the sectors in which we have a strong track record, from conceiving Egg in 1998 through to rejuvenating the M&G brand in 2008. 

Clients include: Aviva, AXA, BAE Systems, Balfour Beatty, BG Group, British Heart Foundation, Chiltern UK, COI, Diageo, Ecclesiastical, Egg, Gartmore, HSBC Guyerzeller, Hyundai, InterContinental Hotels Group, Kia Motors Europe, Kiln, Kuwait Finance House, Land Securities, London Development Agency, M&G Investments, New Zealand, Nokia, Pfizer, Sesame, St James’s Place, Shell, United Utilities, Visit Britain, Which?

London Office
Avon  House
Kensington Village
Avonmore Road
London
W14 8TS
T 020 7013 4650
E s.bates@corporateedge.com

W www.corporateedge.com

Disciplines
Brand research
Brand strategy
Innovation
Naming
Visual identity and logo creation
Verbal identity
Print and digital design
Brand engagement
Brand environments
Brand experience
Brand management
Brand guardship

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here