Lloyds TSB Commercial Finance
Wow what a brief! Take four well known brands, close them down, launch a new brand with a new proposition to the same market. Oh, and attract enough clients to move from 5th in the rankings to 1st.
The successful solution was found by using asset based lending (abl) as the over arching concept that unified the companies. By using 'abl' words (capable, unbeatable) an original and impactful campaign was found. We had taken a complicated product and simplified it into a memorable message easily digested by both staff and customers. The message translated through direct mail and web development.
Oh and yes, Commercial Finance did move up from 5th to 1st with a sales increase of 10%.
