Creating content that is
by the side of business
Lloyds
The 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 made
Long-form customer story film
Economic insight reports
Web-based business guides
Topical articles
