2012 Bronze Financial Services

Client Lloyds TSB Commercial

How did the campaign make a difference? Using digital print, this work showed businesses that you don’t need to make a trip to the bank, or crank up the fax – international payments are now as simple as making a few clicks with your mouse. Response was 440% better than expected! The ROI was 42:1. And new users were highly engaged, with the site dwell time up from 50 seconds to two minutes 24 seconds.

What details of the strategy make this a winning entry? It worked! It was brutally simple. The work kept things simple and got the targeting right by finding the people with highest propensity to use the service, or who were already using the service with Lloyds TSB or competitors. These SMEs were taking time out of a busy day to go to a branch or stand in front of a fax machine. The approach was all about ease, and so the work simply told them about the new destination for international payments.

How did creativity bring the strategy to life? This audience are inundated with boring letters, bills and invoices. They hardly ever get something that truly makes their life easier – so rather than a dull letter, this campaign sent them something interesting. Digital print was used to show their businesses on the map, because if you want an SME’s attention you need to talk about its own business. The pack then showed all the countries they could now make payments to, right from their PC, and invited them to pay a visit to the website.

Results An uplift in visits was planned, but what happened far exceeded this plan. Visitors were more engaged, with dwell time up, suggesting that more online transactions were being made. This followed through in the uplift in revenue, making for a very desirable ROI result. All in all, it was a big hit.

Team Rob Kavanagh, Tristen Sellen, Jonathan Bradley, Michelle Gatcombe, Alice Cohen, Adrian Hoole, Nick Myers, Bob Lambourne