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.
We’re on a mission to put real people back at the heart of advertising.
Adland’s 1% is wrapped up in shiny awards and saving the world. Meanwhile, the other 99%—you know, actual customers—are left behind. At The Ninety-Niners, we’re laser-focused on what really matters: real people, real results, and creative work that works. With our RealLives™ methodology, we dig into real-world insights from real people on every brief. We’re not here to win awards; we’re here to win over your customers.
