Lloyds Banking Group
Digital Experience On Campus
The Challenge
"Go bold!" This was the directive from our client as we conceptualised a new student activation for Milkround.
Our challenge was to change the perception of Lloyds Banking Group as safe and traditional, and instead highlight them as a forward-thinking, top-tier tech employer.
Under the inspiring tagline "Imagine What's Next," Lloyds Banking Group sought to create an immersive and unique digital experience. This initiative aimed to showcase their innovative approach to technology while conveying an inclusive message: at Lloyds, there is a place for everyone, regardless of their background.
Our Solution
We designed an interactive experience housed inside a converted trailer that toured universities, actively engaging with students.
Central to this experience, we created an AI chatbot, which interacted with students by asking about their values and passions, demonstrating how these align with the values at Lloyds Banking Group. The futuristic trailer served as an eye-catching and intriguing pop-up on campus.
Recognising the need for scalability, we developed a modular solution by integrating the chatbot into two flight cases. This innovation allowed for a smaller footprint while maintaining a high level of engagement, enabling us to visit a wider range of locations.
This activation significantly expanded Lloyds Banking Group's audience reach, including at careers fairs and apprenticeship shows.
Our Success
Engage
Our activation enabled Lloyds Banking Group to engage with over 11,000 students across the UK.
Inspire
97% of students told us the activation enhanced their perception of the company as a tech employer.
Connect
58% of students going through the digital experience were STEM students, one of the targeted demographics for Lloyds Banking Group.
Awards
Winner of a RAD Award representing the best in employer branding, recruitment marketing and people communications. We won the top prize in the Event and Experiential category.
Winner of 3 ISE Awards aimed at recognising excellence in early years recruitment. We won Best Single Purpose Innovation, Best Innovation in Attraction and Best Attraction Campaign.