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Lloyds Bank launches its new Club Lloyds current account with RKCR/Y&R, Rufus Leonard, Proximity London and MEC Global.

May 9, 2014


Lloyds Bank is launching its new current account, Club Lloyds this weekend with a major new advertising campaign.

The campaign, which spans TV, outdoor, cinema, press, in-branch, digital and 121, is created by Lloyds Bank agencies; Rainey Kelly Campbell Roalfe/Y&R, Rufus Leonard, Proximity London, and MEC Global and launches on Sunday, May 4th.

The TV ad, which will run in 60, 40 and 30-second versions, is in the signature montage style of the bank’s recent campaigns.

It is narrated by a man who proclaims himself a lifelong fan of Groucho Marx and talks about the benefits of Club Lloyds - the brand new current account that “gives you a whole lot more”, including up to 4% interest on your balance.

The media campaign, planned and bought by MEC Global, includes iconic outdoor sites, bold print coverwraps and high impact digital activity, alongside the high-profile TV and cinema campaign.

Branding agency Rufus Leonard has developed the visual language, branch creative and helped to manage the design through the line, ensuring Club Lloyds customers get the experience they expect from Lloyds Bank. Executive Creative Director, James Ramsden says "Club Lloyds is something distinctive and compelling for Lloyds customers and it was deserving of a powerful and engaging creative idea to support the customer experience. This feels like the beginning of what's to come as Lloyds and its creative partners continue to develop brand defining activations."

Proximity London has been the strategic 121 agency for Lloyds Bank since 2010. The agency played an important role in giving Lloyds Bank customers a sneak preview of everything the Club Lloyds account has to offer, ahead of the advertising campaign breaking next week. Sharon Whale, Deputy Chairman, says “It was an important part of the launch strategy to communicate the new account to existing customers ahead of the advertising campaign. Our approach was to use predominantly direct mail, but also internet banking, to give them a sneak preview of what the account would offer and how the campaign itself would look”.