Motivational engagement campaign
A provocative behaviour change campaign aimed at inspiring employees to reflect on their role in LBG's cultural shift to a purpose-driven organisation.
Disciplines
Creative Direction
Art Direction
Media
Digital
Client
Lloyds Banking Group
The brief
LBG's people needed to understand their role as the business moved towards its ultimate goal of Helping Britain Prosper. They needed a campaign that stood out and asked challenging questions.
The solution
Working within LBG’s guidelines, we developed a bold visual language to stand out from other comms. The Why bother? campaign used a familiar yet rarely-used phrase to spark reflection on individual, team, and organisational purpose.
The results
When we presented the campaign to the board, it was held up as a perfect illustration of their Make Bold Decisions value pillar and despite a few nervous glances was supported from their CEO down.
Why bother? was launched as the bold, overarching idea to challenge thinking and grab attention. The language was then adapted to suit specific themes like, Why is LBG focusing on net zero?, Why are we having this meeting?, and Why should I come into the office?, allowing the purpose-driven strategy to flex from big-picture goals to everyday questions.
The LBG Pioneers
Research shows that if 10% of a population adopts an idea, it has the potential to spread more widely. To spark this momentum, we created the LGB Pioneers, an internal team of advocates and ambassadors who championed the Why bother? philosophy through word of mouth and action.
The "Oi geezer!" principle
Even the best creative ideas fall flat if they don’t cut through. The Oi geezer! principle is about grabbing attention by saying or showing something unexpected while staying relevant to the creative objective. It’s the difference between a polite “Hello” and a surprising “Oi geezer!” In Lloyds’ purpose campaign, this meant opening with the provocative headline 'Why bother?'. It was a hook that stopped the audience in their tracks but was fully aligned with the aim of prompting the audience's reflection on their role in Lloyds’ wider mission.
It’s also a powerful tool when working within tight brand guidelines. The visual or written language can remain consistent with the overall brand while still delivering a surprising twist that makes the message stand out.
