Saint launches social media contest to design Lloyds icon

Lloyds TSB is launching a campaign to encourage consumers to design a new animated character to appear in one of its upcoming TV ads.

Lloyds TSB…users can create characters such as Ringo Starr
Lloyds TSB…users can create characters such as Ringo Starr

Devised by Saint@RKCR/Y&R and MEC Interaction, the online display and social media campaign consists of a Flash application, available at www.lloydstsbme.com, that allows users to create a Lloyds TSB character in the style made famous by the bank's recent ad campaigns.

The agency has created animated characters to resemble famous figures like Ringo Starr and Beyonce to show that users can build characteristics such as hair, eyes, eyebrows, nose, ears and mouth, as well as choose clothes, accessories and environments.

They can then upload their character to the Lloyds TSB Facebook Gallery, where visitors will be asked to vote for their favourite creation. The character with the most votes will feature in a future Lloyds TSB TV campaign.

Rainey Kelly Campbell Roalfe/Y&R has been the incumbent on the Lloyds TSB ad account since 2002. The agency introduced its animated advertising style, designed by the award-winning animator Marc Craste, in 2007, and has since rolled out more than 30 different spots using the approach.

Lloyds TSB is currently reviewing its £50 million direct marketing account. Proximity London, the incumbent, Rapier, and Wunderman are all vying for the business.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More