Creating content that is by the side of business

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.”