Lloyds TSB backs its PhoneBank with DM by Andrews Aldridge

Lloyds TSB is raising awareness of its PhoneBank service among customers with a new direct mail campaign.

Partners Andrews Aldridge has created a mailing that targets existing Lloyds customers with details of the telephone banking service that is available to Platinum, Gold and select account holders.

The mailing uses the creative idea of an authentic- looking Lloyds cashpoint statement containing the copyline: "Account Balance: Our premium PhoneBank service is already part of your Platinum account. All you need to do is use it."

Mailings also include a letter that uses the line: "There's a lot more in your account than you think."

Jeanette Kenyon, the senior campaign manager at Lloyds TSB, said: "We are positioning PhoneBank as a premium service which customers are automatically entitled to."

Steve Aldridge, the creative partner at Andrews Aldridge, commented: "The mailing is all about informing people.

"It's a classic ad in an envelope: targeted communications to ask people to use the service."

The art director was Sarah Richards and Ross Newton was the copywriter.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).