CATEGORY 8: Best brand awareness campaign
WINNER: Lloyds TSB Corporate Markets
AGENCY: Rainey Kelly CAMPAIGN: ’Corporate Markets launch’
orporate Markets is the corporate thought the bank unambitious,were not really
C
banking arm of the Lloyds TSB Group aware of what the different units offered.
and provides a financial and advisory Options were developed to differentiate
service as well as specialist products. and raise awareness of Lloyds TSB in the
As CBI/Real Finance bank of the year for corporate marketplace.They included
three years running,Lloyds TSB Corporate developing a single brand with a consistent
Markets has established a reputation for visual identity,agreeing a core set of business
leading the market in relationship management capability messages and launching the brand
and service quality.It provides relationship through an integrated campaign.The
banking and a full range of products and propositions were tested with 23 key internal
services to businesses,ranging from traditional business stakeholders,35 staff across six
lending to specialised finance and risk regions and 60 customers and non-customers.
management solutions for businesses with a
Forward-thinking branding
turnover of more than £2 million.
The findings were fundamental to providing the
Confusing messages basis of the integrated campaign.Working with
A number of Lloyds TSB business units Rainey Kelly and Zenith Optimedia,Lloyds TSB
operated in the corporate marketplace but they developed a campaign to increase awareness
lacked co-ordination.They conveyed a and position the bank as forward thinking and
confusing mix of styles and messages,resulting proactive.
in lower awareness amongst non-customers, The campaign included a four-week ad
particularly when it came to understanding its campaign in the national press to build
Outdoor advertising consisted of a four-
specialist capabilities.Customers believed the awareness and credibility.Ads appeared in
week campaign at London's Waterloo
bank focused more on retail and consequently broadsheets such as The Times, Daily
underground station and other key city centre
potential business finance investment was being Telegraph and FT.More targeted advertising
locations.Outside London three regional
lost to competitors. aimed at key audiences appeared for six weeks
launch events were aimed at 100 regional
In 2006,the position was reviewed with the in titles such as Treasurer, Real Finance and
business leaders.Based on the new brand
aim of developing a single brand covering all the Accountancy Age.This time the ads
proposition they had the theme of ‘looking
Lloyds TSB business units.Research showed concentrated on Lloyds TSB’s specialist
ahead’and anticipating customer needs.
that the business units were not working as a finance capabilities and the strength of its
Each event featured:
unified team and the staff did not understand relationship managers,with messages focusing
the customer promise.Although the customers on specific readership needs according to
•
A customer panel looking ahead to the
general business markets in the coming year
considered Lloyds TSB to be ‘nice’they also each title.
•
Lloyds TSB’s chief economist,looking ahead
to the economic future
•
The BBC's Andrew Marr looking ahead to
the world's political future.
Digital element
A direct mail campaign targeted 1000 mid-
markets prospects.The first 100 users had the
chance to win an iPod Nano and a link was
provided to the bank’s new podcast service,
Bizcast.Anthony Hilton and Quentin Cooper
featured alongside Lloyds TSB Corporate
Markets’chief economist and head of
syndicated loans.The Corporate Markets’
website was rebranded and banner ads
introduced.Visitors had to register their
details enabling Lloyds TSB to build a
prospect database.
Post-campaign research showed that it was
recalled by 10 per cent of its target audience,
with awareness among its non-customers
having increased to 79 per cent.There were
also significant increases in awareness of
Lloyds TSB Corporate Markets’specialist
THE CAMPAIGN POSTERS WERE DISPLAYED UP THE ESCALATOR AT LONDON’S WATERLOO UNDERGROUND STATION
capabilities and key messages.
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For more information on the winners, go to www.b2bm.biz/awards
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