The ads are part of the bank’s "for the next step" campaign, which positions Lloyds as a faithful service for people who are about to get married, start a business or otherwise move forward in their lives.
The digital display ads combine local maps with 3D buildings and data about the number of people buying houses, getting married or starting a business in that location. The ads will be targeted to users' profiles and locations.
The spots will run as digital outdoor posters in 15 train stations across the country, including Liverpool, Manchester and, as well as in nine London stations. The campaign will also appear as online banner ads.
The work was created by Hash Milhan while the media was handled by Greenhouse, the group set up by WPP’s Group M to look after Lloyds Bank.