Lloyds Bank launches shopper roadshow with agency Rufus Leonard
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Rufus Leonard, the creative engagement agency behind the revitalisation of the brand, and MEC, Lloyds Bank’s media agency have developed a roadshow tour for Lloyds Bank.
The campaign sees Lloyds Bank Tea Gardens springing up at shopping centres across the UK. Designed to offer seasonal gift-hunters a chance to enjoy a free cup of tea and a moment of respite from Christmas shopping, the Tea Gardens follow a traditional English garden theme. Visitors are invited to take the weight off their feet and enjoy a refreshing cup of tea and a moment to themselves.
Lloyds Bank colleagues are on hand to answer any questions visitors may have as well as introducing shoppers to its Everyday Offers and It’s On Us products which launched in November.
A social media campaign is also being run in conjunction with the Tea Gardens, with visitors being able to enter a prize draw to win an afternoon tea for two across four locations around the UK. To be in with a chance of winning the prize, visitors are asked to share a moment that matters to them – either on Twitter, with the hashtag #TeaGarden, or via a prize draw entry, available in the Tea Gardens.
Kicking off at Westfield Stratford, the campaign will run across the UK until Sunday 22 December and include Bristol, Leeds and Birmingham.
Eithne Anderson, head of marketing communications at Lloyds Bank comments: “We all enjoy a warming cup of tea – and this is our way to show that we understand that the little moments matter, giving visitors the opportunity to take some time to themselves and a moment on us.”
Fiona Davison-Dennis, senior account director at Rufus Leonard, comments: “Working with Lloyds Bank on this experiential campaign has been fantastic. From the initial idea to the final stages of the build, we’ve enjoyed being part of a programme that gives customers a well needed break in this hectic season and a chance to enjoy a cup of tea and a moment to themselves.”
Susanna Cousins, communications planning director at MEC said: “We are incredibly excited to be undertaking this experiential activity for Lloyds Bank. The space is beautiful and the malls we have chosen perfectly fit our target audience – we can’t wait to hear what they think of it!”
In addition to the brand esperience, Rufus has developed a video to help drive awareness of the Tea Gardens across social media sites and MEC has created and managed activity across Lloyds Bank’s social channels to promote and celebrate the Tea Garden activity. The video will go live on Friday 13 December.
