PAA work for Lloyds PhoneBank service targets city dwellers

Partners Andrews Aldridge has produced a new direct mail campaign for Lloyds TSB that aims to persuade customers in urban environments to register for the PhoneBank Express service.

The high-street bank has identified a group of city-dwelling customers who appreciate services that make their busy schedules manageable, but who have yet to take advantage of phone banking.

The mailing is encased in silver foil and features the strapline: "Urban survival guide: contains fast, free phone banking." It contains cards showing a series of scenarios demonstrating how PhoneBank Express would fit into city life. The cards direct recipients to a phone and text registration line.

Phil Andrews, a Partners Andrews Aldridge managing partner, said: "The target market is busy people who are more likely to junk anything that seems run-of-the-mill. Therefore, we felt that the format of a foil 'urban survival pack' was particularly appropriate. The cards present the benefits of the service without adding to the 'information overload' of modern life."

The mailing was art directed by Steve Aldridge and written by Roger Morris.

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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).