Lloyds TSB
Background
Lloyds TSB wanted to drive consideration for Lloyds TSB Cash ISA, lead consumers through to their site for further information & education and extend incremental reach of TV to further demonstrate ISA benefits.
Execution
The advertising campaign for Lloyds TSB comprised a video ad which ran from 22 March – 10 April 2011 on ITV.com. There was also a TV campaign which overlapped with the online campaign.
Fieldwork was conducted between 11 – 23 April 2011. The sample comprised 1,851 UK respondents. Of those 1,282 were exposed (69.3%) to the campaign on ITV.com and/or TV while 569 were not exposed (30.7%) to either medium.
Results
By adding VOD to the TV campaign, Lloyds TSB has seen an uplift in the following measures: Spontaneous brand recall, depth of favourability and likelihood to consider Lloyds TSB for ISA products.
Positivity towards the brand has also been accentuated, dual exposure to both TV and Online elements has led to an increase in feelings of efficiency, helpfulness, brand standout & relevance. All forms of post-ad response have been improved via dual exposure.