Lloyds TSB launches Ideal with DM drive by Andrews Aldridge

Lloyds TSB is to launch its gas, electricity and telephone services with a below-the-line campaign created by Partners Andrews Aldridge.

Ideal is a joint venture between Lloyds TSB, Scottish Power and Cable & Wireless, which enables the high-street bank to offer utility services via its network of high-street stores. Customers who sign up to Ideal will receive one monthly combined bill.

A welcome pack, which uses the strapline "It's as simple as that", emphasises the ease with which customers can switch to Ideal. The front of the pack features a picture of a doormat, offering "The Ideal Welcome". Inside, there is an image of a towel on a radiator with "want to stay warm and cosy for less?" written on it. This is accompanied by a picture of a telephone.

The words "like to call your mates for less?" are written on the phone's LCD display.

Welcome Pack was art directed by Steve Aldridge and copywritten by Roger Morris.

It will form the basis of future direct marketing activity, which will be rolled out over the coming months.

Ideal was piloted in Chester and Wolverhampton and will be made available in all Lloyds TSB branches on August 15.