WWAV makes first DRTV work for Lloyds TSB

Lloyds TSB is launching its first direct response television campaign to promote its Platinum credit card.

WWAV Rapp Collins has created the campaign which uses a comedy feel to promote the card, and has developed 30- second and 60-second executions.

The ads are based on the scenario of children swapping football stickers in the playground. Instead of children it shows three workmates on their lunch break. Two are swapping their vast array of credit cards when the third trumps them by saying that they only need the Platinum card as their single credit card because it has 0 per cent interest on balance transfers. The ad ends with the workmates using their useless cards as skimming stones.

Media for the campaign, which will air for three months, is focused on ITV, Channel 4, Channel 5 and satellite and cable stations. The ad is also being tested on interactive TV through Sky. Viewers are asked to press the red button, which triggers fulfilment of the application pack.

Otherwise viewers respond through an 0800 number for further information.

Grant Miller, the head of acquisitions and campaigns at Lloyds TSB, said: "This ad helps us get across the key advantages of the Lloyds TSB Platinum credit card. It's a very competitive offering."

The campaign was written by Bryan Keller and art directed by Neil Redding.

The director was James Bobin. Zenith Media handled media planning and buying.

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