"Lloyds Bank’s strategic priority is to help their customers feel in control of their banking every day. They do this through their market leading app - but older customers were simply not engaging with it.
Our challenge was to get this group of affluent, intellectual customers to download and use the app.
So, we took a century old 15 x 15 square print feature and elevated it into an attitude changing branding device.
We partnered with the Daily Telegraph to create a series of crossword-style ads, which revealed the app’s handy features as answers. Over half of readers took action after seeing them: 56% visited the Lloyds Bank and 51% learnt more about the features.
Crucially, 44% used or downloaded the app as a result."