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Lloyds / Bank of Scotland
The Smarter Route

Challenge

Remind our audience of in-market car buyers that manufacturer and dealer-backed PCP deals and Contract Hire lease agreements aren’t the only ways to finance a new or used car purchase – you can maybe get a better deal by going through your high-street bank.

Challenge

Remind our audience of in-market car buyers that manufacturer and dealer-backed PCP deals and Contract Hire lease agreements aren’t the only ways to finance a new or used car purchase – you can maybe get a better deal by going through your high-street bank.

Idea

We created a bespoke hub in our What Car? ecosystem that aggregated a wealth of bespoke in-depth car buying and finance advice content – bringing the warm, friendly What Car? tone of voice and trustworthy reputation to what is usually a dry topic.

This included six videos featuring well-known consumer advice presenter Chris Hollins, and a sophisticated interactive tool that let consumers decided which car – from a selection of definitive What Car? five-star reviews – was right for them.

Crucially, the hub was geo-targeted, meaning it could re-brand itself depending on whether users were near a Lloyds or Bank of Scotland branch. It was all promoted using a wealth of rich-media ads, social and newsletter posts and native stories that exposed the campaign to the full breadth of our audience.

 

Idea

We created a bespoke hub in our What Car? ecosystem that aggregated a wealth of bespoke in-depth car buying and finance advice content – bringing the warm, friendly What Car? tone of voice and trustworthy reputation to what is usually a dry topic.

This included six videos featuring well-known consumer advice presenter Chris Hollins, and a sophisticated interactive tool that let consumers decided which car – from a selection of definitive What Car? five-star reviews – was right for them.

Crucially, the hub was geo-targeted, meaning it could re-brand itself depending on whether users were near a Lloyds or Bank of Scotland branch. It was all promoted using a wealth of rich-media ads, social and newsletter posts and native stories that exposed the campaign to the full breadth of our audience.

 

HP or PCP? Fixed or Flex? Car finance made simple

Car finance can seem complicated. HP or PCP? Fixed or Flex? It’s easy to get confused by options and acronyms. But cut through the jargon, and it’s actually pretty simple.

Car finance through your bank

A new car is likely to be among the most expensive things you’ll buy, which is why car finance agreements are so popular. But did you know you could potentially get car finance from your bank? For example, Lloyds Bank offers both Fixed and Flex car finance agreements to personal current account holders

New commute?

If you’ve just landed a new job, it’s the perfect time to reward yourself with a new car. If you don’t know where to start, here are five handy tips.

Buying a sports car?

Sports cars are fast, fun and fantastic – and often completely impractical. But they don’t have to be. If you’re in the position to buy one, here are some quick tips to make a seemingly irrational decision a little bit more sensible.

Downsizing your car?

If your kids have left home and you no longer need a big family car, it could be time to trade it in for something you really want. But with so many options, where do you start? Here are four key questions to consider when deciding.

SUV or MPV?

SUVs, MPVs and crossovers are hugely popular with family buyers for their mix of size and practicality. But, in an increasingly crowded market, how do you choose which one is right for you? Check out this video for six things to consider.

HP or PCP? Fixed or Flex? Car finance made simple

Car finance can seem complicated. HP or PCP? Fixed or Flex? It’s easy to get confused by options and acronyms. But cut through the jargon, and it’s actually pretty simple.

CAR FINANCE THROUGH YOUR BANK 

There are plenty of things to love about the Ford Mustang, but there’s no substitute for getting in the passenger seat and experiencing it first-hand. That’s why we got former rally ace and World Rallycross presenter Andrew Coley to give two Ford fans a taste of its iconic V8 muscle car.

New commute?

If you’ve just landed a new job, it’s the perfect time to reward yourself with a new car. If you don’t know where to start, here are five handy tips.

Buying a sports car? 

Sports cars are fast, fun and fantastic – and often completely impractical. But they don’t have to be. If you’re in the position to buy one, here are some quick tips to make a seemingly irrational decision a little bit more sensible.

Downsizing your car? 

If your kids have left home and you no longer need a big family car, it could be time to trade it in for something you really want. But with so many options, where do you start? Here are four key questions to consider when deciding.

SUV or MPV? 

SUVs, MPVs and crossovers are hugely popular with family buyers for their mix of size and practicality. But, in an increasingly crowded market, how do you choose which one is right for you? Check out this video for six things to consider..

Related work

Results

Our digital hub and native stories attracted over 69,000 views, with a high percentage of users (around 30%) returning to the hub to find out more – proving the content was both engaging and useful. Our videos were viewed over 25,000 times, with an impressively high retention of 65%.

The result was a significant increase in awareness and consideration for Lloyds and Bank of Scotland, with 52% of readers who had seen the campaign saying they’d be more likely to consider Lloyds or Bank of Scotland when financing their next car.

Results

Our digital hub and native stories attracted over 69,000 views, with a high percentage of users (around 30%) returning to the hub to find out more – proving the content was both engaging and useful. Our videos were viewed over 25,000 times, with an impressively high retention of 65%.

The result was a significant increase in awareness and consideration for Lloyds and Bank of Scotland, with 52% of readers who had seen the campaign saying they’d be more likely to consider Lloyds or Bank of Scotland when financing their next car.

Output

1x digital hub
6x long-form videos
Native stories
Rich-media traffic drivers
Social and newsletter posts
Native ad placements

Output

1x digital hub
6x long-form videos
Native stories
Rich-media traffic drivers
Social and newsletter posts
Native ad placements

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Haymarket Automotive Studio is the in-house creative agency for Haymarket Automotive.
We work closely with our clients to craft and deliver native content campaigns that are specifically tailored to engage our audiences of in-market car buyers and passionate enthusiasts – and precision-targeted to deliver impressive results.

haymarketstudio@haymarket.com

Where to find us:
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