Senior Art Director / Creative Lead
Lloyds Purpose-Driven culture: campaign & champion engagement
The brief:
Lloyds Banking Group was undergoing a radical cultural transformation towards becoming a purpose-driven organisation. Their people needed to understand their own role as the business moved towards LBG's ultimate goal of Helping Britain Prosper. They wanted a campaign that stood out and asked challenging questions.
The insight:
We knew our visual solution would be defined within LBG's guidelines, so we needed to create a language and visual tone that was challenging enough to cut through other comms.
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We also knew from experience that a key factor of success would be to set up a champions network inside LBG. Research shows that 10% of any given population advocating a particular sentiment greatly increases the chance of it being embraced by the wider population.
The solution:
We designed the Why bother? campaign and strategy, using a familar yet rairly-used phrase to grab attention and trigger thinking around individual, team and organisational purpose.
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Why bother? was launched as our hero idea, to challenge and gain visibility, then the language was toned down and tailored to specific areas such as:
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Why is LBG focusing on net zero?
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Why are we having this meeting?
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Why should I come into the office?
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We also created the Pioneers, an internal LBG team who acted as advocates, ambassadors and activists, promoting the Why bother? philosophy via word of mouth and action.
