Lloyds Bank - Creating content that is by the side of business

BUSINESS CHALLENGE 

Deepen relationships with existing business customers.

Our priority is helping our three million existing business customers to survive and thrive through challenging economic times. Lloyds Banking Group has many relevant products and services, along with huge amounts of expertise to offer businesses of all sizes.

STRATEGY

Putting empathy into our expertise.

We needed to transform the always-on content programme into a tangible demonstration of our promise to be ‘by the side of business’. That meant not just showing our expertise, but first being empathetic to the challenges that businesses face. Across multiple content streams, we injected warmth and human storytelling into our content.

WHAT REAL PEOPLE THINK

“You only ever hear from the bank when they’re chasing money or trying to sell you something.”

THE IDEA

The People Behind the Business

WHAT WE'VE MADE

A wide range of content, from long-form customer story film, through to economic insight reports, web-based business guides and topical articles.