Lloyds Bank want to help their customers feel in control of their banking every day, and have an incredible app which helps people do just that. In spite of this, older customers were not using the app as much as other groups.
So our challenge was to get this group of afﬂ uent, intellectual customers to download and use the app. We partnered with the Daily Telegraph to create a series of ads which revealed some of the app’s features as the answers to cryptic crossword puzzles.
Over half of readers took action after seeing the ads: 56% visited the Lloyds Bank and 51% learnt more about the features. Crucially, 44% used or downloaded the app as a result.