2025 Gold Customer Programme
15 Dec 2025
Agency: Ogilvy One and Stick & Twist
Client: Lloyds Banking Group
Entry Name: Connected Money Management Experience
Executive Summary
The bold ambition: to transform marketing emails into coaching moments that move people - and business - forward. Lloyds moved beyond isolated campaigns to proactively drive engagement and cultivate deeper, more valuable customer relationships.
Strategy
Historically, Lloyds’ engagement activity ran as large-scale siloed tests which were helpful on an individual campaign level, but resulted in a fragmented customer experience. The team changed the game.
The strategy reframed CRM from a calendar of campaigns into a connected coaching experience: a series of consistent, sequenced, hyper-personalised and timely interactions tailored to real financial needs. Data was used to personalise every interaction to help deliver genuine value in every inbox, get more value from the products people hold and build a continuous journey across life stages.
This was operationalised this through intelligent personalisation at scale, powered by three data layers: who they are, life-stage segmentation; what they need, dynamic content based on behaviours, product holdings and habits; and when they need it, messages synced to their payday and key moments.
Creativity
The bank ditched campaigns and created a connected comms experience - a rhythm of support and guidance, making customers feel more in control of their finances. Messages synced to payday or milestones, so they landed when customers were most receptive.
Tone and design were intentional. Every email felt tailored - engaging, actionable, and relevant. For example, learners with low income and small savings got budgeting tips tailored to their goals - like stretching a student loan or building an emergency fund.
Results
Customers receiving 5+ monthly emails saw an increase in DoR of 2.7%, more than double the control group. Open rates jumped from 29% for one email to 45% for those receiving the bespoke tailored programme each month - a 55% uplift.
New customers are highly engaged: 70% open rate for those receiving every email. In an environment of falling attention spans, the CRM programme sparked engagement which increases the more customers receive it. Validation has unlocked appetite to scale the model.