Following the introduction of new rules from the Financial Conduct Authority (FCA), Lloyds Bank wanted to develop a multi-channel, behavioural-led communications programme that created healthier borrowing behaviour in credit card customers who were in ‘persistent debt’. Lloyds Bank set out to do more than just the minimum regulatory requirements.


A multi-touchpoint programme of succinct communications was employed that delivered more frequently and kept the message front of mind to make customers more likely to act as they started to see the benefit.

By mixing the channels - mail, SMS and email - used to communicate with these customers and using the different creative options of the different media to bring alive the messages in different ways, Lloyds Bank were able to chunk the message down into easily digestible parts across the 18-month journey, helping them overcome any limited attention bias to disrupt deeply entrenched minimum payment behaviour. The strength of mail in the communications journey was that it was difficult to ignore and allowed customers to absorb the messages in their own time.


Lloyds Bank saw an immediate response to these communications. They usually get around a 1% call response rate across ten days of mailing. But they received a 0.84% call rate on day one and sustained this throughout. The overall communications generated a 5.9% increase in repayments.

Source: DMA Awards 2019. Entry Best Writing. Agency: Cello Signal