Effectiveness 08 - Marketing Week

35 MWEA_BOTN_FINANCIAL_p35_tr:Layout 1 3/10/08 16:48 Page 73FINANCIAL SERVICESWINNERLloyds TSB’s ‘For the journey’Lloyds TSB GroupSHORTLISTBRANDCOMPANYBRANDCOMPANYBRANDCOMPANYAirmiles Duo CreditCardLloyds TSB GroupBupaBupaIcesave Easy AccessCash ISALandsbankiBRAND Nationwide BuildingSocietyCOMPANY Nationwide BuildingSocietyLloyds TSB is the UK’s biggest retail bank with over12 million current account holders and in 2007 itschallenge was to stand out from its high streetbanking rivals.The brand objective was “Wherever you want toget to in life, Lloyds TSB can help you on your way”with “For the journey...” as the brand promise ofcommitment to long-term relationships withcustomers.The campaign achieved levels ofcommunications well beyond the norms for bankingand captured the popular imagination. The launchad had over 123,000 hits on YouTube, Lloyds TSBadvert appreciation societies are still going strongon Facebook and the remixed soundtrack made thetop 20.Lloyds TSB is now the number one provider ofcurrent accounts, credit cards and loans. Salesvolumes rose 17% overall and new business sharealso increased – current accounts (from 15% to16%), loans (from 15% to 17%), credit cards (from7% to 13%).Lloyds TSB advertappreciation societies arestill going strong onFacebook and theremixed soundtrack madethe top 20The 10th Annual Marketing Week Effectiveness Awards 73