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easyMoney

Project: Banner concept and design

Client: Lloyds TSB

Role: Designer

Date: February 2004

Financial advertising regulations required that any banner promoting a credit card transfer rate include the APR and several lines of legal small print. Cluttering the creative and killing its impact. Every campaign before this had accepted that constraint as given.

This one didn't. Working in-house on the easyMoney card product at Lloyds TSB, I proposed an approach no marketeer in the parent company had previously tried: omit the transfer rate entirely. A bold kaleidoscopic animation and pure brand presence would do the work instead. No rate, no small print, no clutter. The idea was approved and the banners were designed solo across three days in multiple sizes.

Results: A 24% click-through rate! Well above industry benchmarks, and validation that the most effective solution was the one nobody had tried before.