Lloyds Banking Group debuts new brand position

Alex Sword

Editor

The Financial Services Forum

Lloyds Banking Group is centring a sense of modern Britishness in its largest ever multi-channel advertising campaign.

Titled ‘The Power To Do It All’, the campaign focuses on the firm’s refreshed mobile app and how it puts financial power into people’s hands.

It will run for six weeks from 5 October, featuring two modern British stories of how the Lloyds app can factor into everyday life. The largest multi-channel campaign by Lloyds to date, it will span AV, audio, outdoor, social, digital, influencer and gaming channels.

Lloyds partnered with creative agency adam&eveDDB and media agency Zenith to create the campaign.

It draws on a major brand positioning project, undertaken by Lloyds with the help of consultancy Wolff Olins. This led to the new platform ‘Lloyds Moves Everyone Forward’, built around the idea that most people have financial steps they need to take, but many struggle to do so.

The new brand includes a reinvigorated colour palette with a new sense of ownership of the Lloyds green, a new tone of voice emphasising Britishness and a photography style mirroring modern culture.

Suresh Balaji, Group Chief Marketing Officer at Lloyds Banking Group, said: “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.

“Our new integrated campaign is a great way to show consumers how our app empowers people when it comes to their money and helps them take their next step forward. Massive thanks to Wolff Olins, adam&eveDDB and Zenith UK.”

Sairah Ashman, Global Chief Executive Officer at Wolff Olins, said: “Wolff Olins is a longstanding partner of Lloyds Banking Group and we’re delighted with the approach Suresh and the wider management team have brought to the Lloyds brand. It’s been a wonderful collaboration in taking the best of the past and making it relevant for a new era and landscape. We look forward to seeing everything come together as the brand experience is rolled out.”

Tom Carey, Senior Creative Director at Wolff Olins, said: “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.”

Previous article

Coventry Building Society taps arena sponsorship for new campaign

Next article

OPINION: How to cut through with B2B content

Get access to valuable thought leadership from the financial services marketing industry

Keep up-to-date with current trends and changes across marketing and financial services is vital in this fast-moving business environment.