Lloyds Bank Digital TORCHVIEW by MEC London

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TORCHVIEW

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Industry Banking
Media Digital, Interactive & Mobile
Market United Kingdom
Agency MEC London
Released May 2013

Awards

Cannes Lions 2013
Media Lions Use of Media; Best Use of Social Media Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Social Media
Advertiser: LLOYDS BANKING GROUP
Product/Service: LLOYDS TSB
Agency: MEC London, UNITED KINGDOM
Business Director: Genna Trentham (MEC)
Project Manager: Mike Rance (MEC)
Project Manager: Jamie Doubleday (MEC)
Project Co-Ordinator: Andrew Mcgovern (Immersive)
Vice President: Thomas Mcgovern (Immersive)
Managing Director: Stuart Bowden (MEC)
Digital Strategy Director: Matt Bell (MEC)

Results and Effectiveness

Our results were truly record breaking.
3.6 million Torchview images were viewed and it was the world’s most tagged piece of content ever, beating the nearest rival by 35%.
22% of the UK was exposed to a Facebook Torchview message and it was Lloyds TSB’s first ever social outreach campaign generating a tweet reach of over 750,000.
And Torchview drove Lloyds TSB to an Olympic leading 69% sponsorship awareness.
We started with an outside chance and ended being the No.1 brand for London 2012.

Creative Execution

Our idea was Torchview.
Teaming up with the inventors of Google Streetview, we built the world’s biggest, social panoramic snapshot of the entire Olympic Torch Relay route, allowing the whole of the UK to become the Olympic stadium.
Mounted on our Lloyds TSB Torchview convoy bus, we combined Streetview technology with social tagging for the first time and created the most tagged piece of Facebook content ever.
We captured every cheer, every flag and every lump in the throat of the millions who lined the streets to see the flame.
1,800 miles and one million separate images were combined in a 24-hour operation over 70 days.
And millions of memories were shared.
When the people of the UK couldn’t get to the Games, we brought the Games to them.

Insights, Strategy and the Idea

The Olympics is a once-in-a-lifetime event.
Which, although wonderful, is sadly out of reach for the vast majority of the population.
But everyone deserves the chance to say “I was there”.
Lloyds TSB set about giving people that chance.
The Olympics isn’t just two weeks of sport inside a stadium. It starts with the arrival of the Flame, 10 weeks before, and takes in places all over the country.
We wanted to use our Olympic sponsorship to drive our proposition of ‘For the Journey’, and be part of taking London 2012 to the people of the United Kingdom.
So, with the torch relay covering 95% of the UK, and representing the majority of the population’s chance to connect with the Games, we set out to personalise the largest social experience of London 2012 and tap into the scale and personal emotions of its journey.