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.
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Lloyds Bank: Creating content that is by the side of business
As lead content agency, we created a new content strategy to support and deepen relationships with existing customers. By putting empathy into their expertise, and injecting warmth and human storytelling, we demonstrated that Lloyds Bank are ‘by the side of business’.
