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?

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