Lloyds Bank promotes its Smart Start account, which is a unique combined spending and saving account, designed to give 11 to 15 year olds freedom to independently manage their money, while providing parents with oversight of the account, in a new advert, featuring its iconic branded asset, the black horse.
Created by adam&eveDDB, the spot, which marks the latest chapter of the bank’s “By Your Side” campaign, follows a girl from ages 11 to 15 as she masters the art of riding a bike. The Lloyd’s Bank horse helps her throughout her journey to develop this new skill and she thus grows in confidence over time.
The song playing in the advert is Alicia Keys’ hit single “Girl on Fire”.
The campaign, which debuted on 11 March, is set to run across TV, cinema, OOH, digital OOH, radio, social media, digital, digital audio and VOD.
The Smart Start account gives children the opportunity to begin budgeting and managing finances themselves by being split into two parts – one for spending and one for saving. While the spending account works just like a current account, with a contactless Visa debit card they can use in shops, online and at cash machines, the saving account gives instant access savings, helping kids to get into the habit of saving regularly towards long term goals and items they want.
“We know it’s a real balance for parents whose kids are ready for more financial independence to not feel like they’re taking the stabilisers off too soon. Smart Start gives children the ability to manage their money and prioritise how they spend and what they save for, while giving parents the visibility and oversight to help them if needed,” Emma Abrahams, Head of Savings at Lloyds Bank, said in a press release.
