Lloyds TSB uses DM to address savings rate misconception

Lloyds TSB is using direct marketing to challenge the idea that high-street banks don't offer the best savings accounts.

Partners Andrews Aldridge created the campaign, which will target existing current account customers of Lloyds TSB. It aims to drive home the message that Lloyds' Reward Savings Account can compete with other banks.

Creative takes the form of a spoof high-street shopping bag. It uses the strapline "You don't need to shop around for one of the best savings rates on the high street" to urge recipients to read details on the savings account.

Steve Aldridge, a creative partner at Partners Andrews Aldridge, said: "We wanted to create cut-through using a format that visually communicated the proposition."

Adrian Hibbert, a campaign manager at Lloyds TSB, said: "This pack shows real innovation in the savings market."

The campaign was art directed by Mark Hanson and the copywriter was Kristian Foy.

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