SEEN & NOTED: UNITED KINGDOM — Lloyds TSB, a UK-based financial services firm with over 30 million customers using their checking, savings, personal loans, credit card and mortgage services has launched an interactive driving game called "Sidecar Grand Prix" to introduce its Personal Current Account Smart features to consumers. The game details key features of the Lloyds TSB Current Account and entices people to play across mobile, online and digital out-of-home platforms.
The interactive campaign was developed by RKCR/Y&R, a full-service advertising agency that provides creative services to clients which include Virgin Atlantic, Bacardi and the BBC. RKCR/Y&R teamed with Grand Visual, a UK-based digital production company to produce and build the final product.
The goal of Sidecar Grand Prix's is to collect 5 different icons in the fastest time. Users begin the game by using an interactive touch screen to initiate a countdown and start collecting icons. Each icon represents a key smart feature of Lloyds TSB's Current Account which are then summarized at the end of the game along with the user score and call to action to visit their nearest branch or website to customize an account.
Dan Dawson, Digital Director at Grand Visual commented: "We know from our own research that fun, interactive brand experiences create longer lasting and more accessible memories. Compelling, interactive experiences are now more achievable for an out-of-home audience through clever use of digital technology".
The campaign was planned and booked by MEC and Kinetic. This is the first interactive campaign to run on CBS Outdoor’s LCD screens and it will also air across Clear Channel ID6’s and JCDecaux’s interactive 6 sheets.
Read more about digital out-of-home advertising on ScreenMedia Daily