TSB: TSB: Being different in a category where people don't believe different is possible

This paper describes the challenge faced by a new bank, branded TSB, created with millions of customers and several hundred branches carved out of Lloyds Banking Group. The task for communications was to stop existing consumers switching during the changeover and to recruit new ones by convincing people that TSB 'did banking differently' by emphasising policies on trust, transparency and support for local Britain. The strategy was implemented with bold, premium media placements. Personal Current Accounts grew by almost a net million, and metrics such as difference and consideration improved. The brand's advertising was estimated to have returned a profit of at least 1.03 for every 1 invested.