This month, Lloyds Bank is the brand that has achieved the greatest uplift in its Ad Awareness score (whether someone has seen a its advert in the past two weeks).
Lloyds launched the campaign with the aim of reassuring people that it was ‘By Your Side’ in times of upheaval and follows on from the ‘For Your Next Step’ campaign which it launched in 2016.
Its famous black horse returns in a nod to the past that Lloyds describes as a ‘dramatic journey through Britain.’
The good news for the bank is that it has achieved a good level of cut-through with the campaign. Its Ad Awareness score has risen significantly among the population as a whole, from +12 in early April to a high of +24 in early May. Crucially for Lloyds, among those that would consider becoming customers its score has jumped from +25 to +35.
Our brand tracking data also shows that more people are talking about Lloyds. It’s Word of Mouth Exposure score has also increased over the last month, from +4 in late April, to a yearly high of +7 as things stand. What’s more it came as the bank’s Impression score (whether you have a favourable impression of a brand) rose from -2 to +2.
Of course, Lloyds is in the news at the moment as it is announced that the government has sold its remaining shares in the bank – a decade after public money rescued it in the midst of the financial crisis. As it enters this new stage it can be content that, in terms of its marketing at least, it is effectively portraying its message to current and potential customers.