Lloyds Banking Group - Bringing vision to life

The challenge

Following the merger of Lloyds TSB and Halifax and Bank of Scotland (HBOS), Lloyds Banking Group General Insurance (LBG GI) wanted to educate their employees about their post-merger strategy, launch a new set of brand values and tell their employees about their new external marketing approach. They also wanted to reaffirm a sense of pride within their workforce after a challenging few months of organisational restructure.

Submerging employees in a brand experience

Due to the geographically diverse workforce, a portable solution was required. A large inflatable dome was taken to the various locations. The idea was to take employees out of their normal surroundings and submerge them in a new brand experience. Short films delivered messages from the executives direct to the employees. The films were shown on plasma screens. Real-life customer and employee case studies were used to bring the brand values to life. The dome was branded with messaging internally, so the employees could see the new brand values wherever they looked. Booklets were handed out so employees could reflect upon the key messages.

Success!

The events were completed in November. Initial feedback from all the marketing people involved has been excellent, but no official results have been received as yet.