988247
Description
Flashcards by Charlotte Holland, updated more than 1 year ago
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Created by Charlotte Holland
about 10 years ago
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| Question | Answer |
| Lloyds Bank - Campaign Launch Date | September 2013 |
| Lloyds Bank - Campaign Budget | £30 million |
| Lloyds Bank - Campaign Production Company | RKCR/Y&R (Media planning and buying by MEC) |
| Lloyds Bank - Campaign Type | print based and audio visual ads targets personal banking customers deal with Channel 4 |
| Lloyds Bank - Campaign Marketing and Promotion | use of Rufus Leonard, Proximity London, RKCR/Y&R and MEC to help redefine identity aim to demonstrate the bank = continually evolving and understands what matters MEC secured partnerships w. The Times, The Financial Times, The Daily Telegraph and C4 sans-serif font celebrity endorsement |
| Lloyds Bank - Campaign Background and Context | one of the 'Big 4' British banks formerly Lloyds TSB (1999 - 2013) split from TSB to increase competition films aired exclusively on C4 |
| Lloyds Bank - Campaign Audience Targeting | age 25-35 (1st time house buyers) targets personal banking customers C4 ads - use of celebs to connect w. audience the TV ads aren't promoting a bank, they're promoting a lifestyle |
| Lloyds Bank - banking adverts genre conventions | family humour simplicity friendly/casual tone easy, professional statistics/facts/awards usually demonstrative/some kind of reconstruction of the process - very simplistic |
| Lloyds Bank - Channel 4 Adverts | produced by 'The Outfit' 1st commercial project for Dir. Southan Morris launched 23rd Sept. '13 series of short films the 1st of three 40sec ads - 'Because your home matters' documentary style ads campaign = exclusive to C4 and More4 David Ammodio - "the new Lloyds bank campaign is a great example of C4 working w. a likeminded brand to find a creative solution [...] to create a 1st for Lloyds bank" |
| Lloyds Bank - Because Your Family Matters' Ad | Maslow's hierarchy of needs - Lloyds understands audience =positioned as father (stereotypical) targets men/fathers OR single parents paddling in water - holiday - need money for this logo = always bottom right corner, directly under what they want us to focus on : Lloyds is always underneath/supporting us 'MATTERS' - large font - encourages audience to focus on what matters most |
| Lloyds Bank - Campaign Audience Response | Reception Theory (Stuart Hall) Preferred - Lloyds understand what matters, trust Lloyds Negotiated - all banks claim to understand what matters, but i get their ideology Oppositional - all banks are corrupt (after recession this opinion may be more widespread?) |
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