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 through your bank
New commute?
Buying a sports car?
Downsizing your car?
SUV or MPV?
HP or PCP? Fixed or Flex? Car finance made simple
CAR FINANCE THROUGH YOUR BANKÂ
New commute?
Buying a sports car?Â
Downsizing your car?Â
SUV or MPV?Â
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
Related work
Let's talk

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.
Where to find us:
Bridge house, 69 London Road, Twickenham, TW1 3SP
© Haymarket Media Group 2020. All rights reserved.