Winners 2013/Internal Communications Bronze

Project: Profiling International Customers

Client: Lloyds TSB International

Design: Rufus Leonard

Lloyds TSB International is a global banking brand offering a world-class array of offshore financial services, primarily to UK nationals living overseas. Awareness of the brand was low amongst consumers and also, surprisingly, amongst UK branch staff. Rufus Leonard’s brief was to increase colleague awareness, helping them to identify and refer prospects in branch.

Rufus Leonard’s approach was to ensure all colleagues could target any potential international customer by equipping them with the necessary knowledge and confidence to do so. A Hollywood-style ‘spy kit’ was developed to help colleagues spot customers who fit the target profile and talk to them about International services.

Results exceeded original campaign KPIs by 130%, and because every colleague now knows about Lloyds TSB International products, referrals rose by 46%. Overall ROI was a massive 798%.