Rainey Kelly Campbell Roalfe/Y&R launches its first London 2012 Olympic and Paralympic Games campaign for Lloyds TSB, using the tag line ‘Bringing London 2012 closer to you’ the campaign aims to get customers excited about the Olympic Games games and all the great things Lloyds TSB is doing to bring the event closer to them, encouraging them to get involved.
In true uplifting Lloyds TSB style, the charming campaign brings together all the key characters we all know and love from the Lloyds World, including their newest character Jason who was the winner of the Lloyds TSB Me online competition earlier this year where customers were invited to create their own character.
The campaign carries two messages – the first is to raise awareness for the Olympic Torch Relay. Through Lloyds TSB any member of the public (not just Lloyds customers) who has done something positive in their community can be nominated to be an Olympic Torchbearer and share the journey amongst other unsung heroes across the nation. The relay is a 70 day event that will see the Olympic Flame carried across the length and breadth of the UK, all the way to the Opening Ceremony of the London 2012 Olympic Games.
In addition, the ad informs customers of the London 2012 ticket giveaway which will be a welcome relief to those people who didn’t get any tickets in the ballot last month. Lloyds TSB customers can simply win tickets by being just that – a customer.
The integrated campaign includes outdoor, print, radio, TV and digital.
The digital element created by Saint@RKCR/Y&R launches later this month and is an integral part to the campaign. The digital activity will aim to raise awareness for the Olympic Torch Relay, informing people about the nomination process and who is eligible to get involved, whilst driving customers to Lloyds TSB Trackside for their chance to win tickets.
The campaign will also involve a two day Lloyds TSB homepage takeover that will bring to life the message surrounding the one year countdown to London 2012, as well as a London 2012 Facebook page which will act as a hub for everything London 2012 - https://www.facebook.com/lloydstsblondon2012. Customers can get more information; receive updates on the Torch Tour, nominations and how to win tickets. They will also be able to post questions and comments and share photos along the London 2012 Journey.