“We are always looking for innovative ways to engage with consumers. Our latest initiative is a fun way to bring the brand to life.”
— Catherine Kehoe
Lloyds TSB has launched a microsite enabling people to create avatar characters in the style of the bank’s longstanding TV campaign. Users can customize characters to resemble family members, friends and even celebrities.
At the microsite, users can manipulate their avatar creation by changing facial features, hair, mouth, physical build, clothes, and accessories.
The new platform, called Lloyds TSB Me, runs on a regular internet browser and requires no special skills, software or downloads. In fact, it’s so easy to use, most five- or six-year old children could probably figure it out.
‘LLOYDS TSB ME’ MICROSITE
Character creation tools include height, body type, skin color, hair, facial features, clothes, accessories and the background environment. The process is both fun and intuitive.
‘LLOYDS TSB ME’ CONTEST
To enter the contest, entrants must provide their name and email address.
Once the characters have been created users can share the images with their friends and enter a competition for their character to feature on a future Lloyds TSB television ad.
Lloyds TSB is promoting the microsite and contest on its website, through traditional PR channels and on social media platforms.
The microsite enables users to share their character creations over social media networks. Users can also download high-resolution images. If you provide your email address, your character will be saved so you can modify it in the future.
The Lloyds TSB Me application is also available on a dedicated Facebook group http://www.facebook.com/LloydsTSBMe, where users can create characters, view the gallery and get the latest news on the competition all without leaving the Facebook page.
LLOYDS TSB – FACEBOOK PAGE
The Facebook page for ‘Lloyds TSB Me’ has 35,407 likes. There have been 28,077 characters entered so far. The most-liked character created for the contest has 333 likes.
LLOYDS TSB – YOUTUBE CHANNEL
The YouTube channel for Lloyds TSB has one of the best, most attractive interfaces in the retail banking sector. You can watch an entire series of commercials from Lloyds TSB starring the bank’s animated characters. You can also find the entire lineup of commercials in the Lloyds TSB Cinema within its corporate website.
The ‘Lloyds TSB Me’ was created by Saint@RKCR in partnership with MEC Interaction. 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.
Headquartered in London, Lloyds TSB has over $1 trillion in assets. The bank claims to be the first in the UK to respond to customer queries through Twitter.