Lloyds Bank returns with 'moments that matter' pledge

Lloyds Bank: unveils new ad strapline
Lloyds Bank: unveils new ad strapline

Lloyds Bank has announced its return to UK high streets with a multimillion-pound campaign promising to offer products and services tailored to the "Moments that matter" to its customers.

The 250-year-old brand is being relaunched as a result of the sale of TSB by parent Lloyds Banking Group.

The bank has taken the decision to drop its long-serving 'For The Journey' animated ad campaign, first introduced in 2007, in favour of a new positioning which it claims better reflects the pressures of modern life.

An ad campaign using the strapline, "The moments that matter", rolled out yesterday, led by a humorous TV ad based on the story of a 31-year-old man living with his parents who took out a mortgage with Lloyds.

In print, the brand signed a deal with The Sunday Times, with ads featured on a one-off front page "background" and throughout the newspaper, and a cover wrap appeared on this morning’s Daily Telegraph.

A deal with Channel 4 will also feature some of the broadcaster’s talent, including Clare Balding, Mary Portas, Nick Hewer and Ade Adepitan, appearing in a series of 45-second clips discussing landmarks such as moving into their first home.

The ad campaign was created by RKCR/Y&R, with media planning and buying by MEC. Direct marketing activity has been created by Proximity, while Lloyds' new branding was devised by Rufus Leonard.

Catherine Kehoe, managing director, brands and marketing, at Lloyds Banking Group said: "Throughout its 250 year history, Lloyds Bank has long been a brand to be proud of, and today we are building on and revitalising that brand.

"This is our chance to offer customers something different by focusing on the moments that really matter in life, whether that is helping our customers buy a first home or helping grow their business. We can do this because we have worked hard to ensure our revitalisation will focus on the needs of people and businesses of Britain."

It follows the relaunch of TSB two week ago after an 18-year absence from the high-street, having merged with Lloyds in 1995. A total of £30m has been spent advertising the rebranding of both Lloyds and TSB.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network