Real Stories, Real Life, from a Real Bank
In September 2013, as a response to a European Commission mandate, Lloyds and TSB re-launched as separate, high street entities. Five years after the banking crisis and in the midst of recession the UK’s perception of banks was at an all-time low. Lloyds were concerned that the banking sector was largely undifferentiated and wanted their communications to signal a change and reignite trust.
The insight suggested that telling the stories of their customers would resonate on a more emotional level. ‘Real Stories. Real Life. From a Real Bank’. Their new branding campaign brought these stories to life and dramatized the real relationships that people have with their money - whether it’s buying a new home, saving or starting a business.
Our brief was to create something innovative, premium and visible to live on our channels and create a more emotional connection with our viewers. A tough brief for a financial services brand!
The final iteration of our idea was the creation of 3x40sec TV ads that replicated the style of our editorial output. We wanted to engage our viewers with surprising, compelling stories from some of our best known talent. The content centred on their stories and not a direct call to action – a significant departure for a financial brand and very much against category norms. We worked closely with The Outfit to source a pool of C4 talent with interesting, surprising stories focused around their first home or business. The final selection was; Mary Portas, Nick Hewer, Claire Balding and Ade Adepitan. We then sourced Southan Morris; a C4 documentary maker to bring these stories to life and create a more emotional connection with our viewers.
The campaign ran in programming that featured the talent and within programming genres that reflected their stories i.e. property, business and lifestyle. Making the ads feel even more contextual to our viewers helped with engagement and warmth to the Lloyds brand.
At Channel 4, our stories are told through our programmes, talent and contributers which alongside our marketing campaigns shape viewers perceptions of us as a brand. We tapped into this viewer relationship to help answer the Lloyds brief, working closely with the C4 Marketing team to ensure that the content reflected our style as a channel and carry our branding to give the bank much needed trust and credibility with our audience.
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