The sweet sentiments seem rather bitter now that the Lloyds TSB love train has been derailed, albeit temporarily, by the credit crunch. However, as a piece of marketing this remains an inspired piece of work.
I love this whole campaign! But, never one to let emotions cloud my judgement of marketing, I have given some serious thought as to why it really hits the spot for me.
Here are just 5 reasons why...
1. The Core Proposition is precise.
Lloyds TSB offers a trusted companion throughout your journey through life and provides the help you need as your circumstances change.
2. The Language is clear and non-technical
Financial services are notoriously arcane and confusing. Partly due to regulatory pressures and partly because fear and confusion are useful sales tools. This campaign is plain speaking and almost colloquial in its tone.
3. The Aesthetics are unconventional
The quirky characters and beguilingly innocent animation provide a stark contrast to the corporate pomp and grandiosity so common in the marketing of financial institutions. It's worth noting that this affable approach is even more appropriate in the wake of the banking crisis. Sustainable branding! How rare...
4. The Production values are exceptional
The score (adapted from Kats-Chernin's 2003 ballet music for Wild Swans) is luscious and strikes a nice balance between being classical 'n' popular. The V/O (Julie Walters) is friendly, familiar and reassuring. The script is economical and the narrative stands up to repeated viewing, thanks to a plethora of small details that are only apparent after a second or third look.
5. The Brand Heritage is preserved.
Despite the funky new incarnation, the brand's powerful legacy remains intact. The black horse and green accents still persist. Subtle but powerful cues to remind us that the bank's been around for decades.