Lloyds leans on Alicia Keys’s Girl on Fire to inspire uptake of teen accounts
Lloyds Bank is encouraging 11-15-year-olds to take control of their spending and saving with a new awareness campaign for its Smart Start account.
Crafted by adam&eveDDB, the integrated campaign relays the benefits of a children’s account for young people inching their way towards financial independence, including confidence boost as well as monetary gain.
As part of an overhauled brand strategy, the push marks the first time a product has been featured alongside the iconic black stallion since Lloyds Bank introduced its animal mascot in 2015.
‘Bike’ follows the progress of a young girl mastering the art of balance, supported every step of the way by the Lloyds Bank horse and set to the tune of Alicia Keys’s Girl on Fire.
Ben Tollett, group executive creative director at adam&eveDDB, comments: “In the latest chapter of the ‘By Your Side’ campaign, we see the iconic black horse supporting a young person as she develops new skills and grows in confidence. The action is set to music that brings to life the effort and determination of the protagonist, with a track from one of the world’s greatest singer-songwriters.”
The broad footprint spot will reach out to young people across TV, cinema, OOH, digital OOH, radio, social media, digital, digital audio and VOD from tomorrow.