LLOYDS x BRITISH CYCLING
HELPING BRITAIN PROSPER
partnership strategy
THE BRIEF
Create a partnership strategy for Lloyds new long term deal with British Cycling and bring to life their new brand platform Move Everyone Forwards through the partnerships rights. The partnership should help attract and engage high value and new younger customers, deepen existing customer relationships and demonstrate how Lloyds Helps Britain Prosper, their purpose platform.
THE WORK
A partnership strategy which included a full allocation and role of rights, content and activation ideas across each priority tier of events and moments from Tour of Britain to regional races. The strategy also included a roadmap on how the partnership would evolve each year to grow and launch the various impact programmes that would demonstrate how Lloyds is ‘Helping Britain Prosper’.
Initial work post strategy included talent activation around the Lloyds Tour of Britain Women with Lizzie Deignan, one of the greatest British cyclists of all time ahead of her final professional race. The content gave people an insight into race preparation and her thoughts per each race day.
THE ROLE I PLAYED
While freelancing at Fuse.
Led development of the partnership strategy from brief to sign off from the CMO. Worked with creative director Darren Collins to develop content and activation ideas to bring the rights to life.
This was a fun 3 month project to help Lloyds and work with the rights holder British Cycling to outline how best to bring the partnership to life from making the most of rights allocation, to developing a consistent thread through the partnership that complimented the bank’s new brand platform, helping ideate and design impact programmes to creating content and activation ideas around the key tentpole moments like the Tour of Britain.
The bank’s new brand platform Move Everyone Forward was perfect to bring to life in cycling and complemented the rights holder’s aims to get more people moving by getting into cycling. Lloyds is the bank for everyone, while cycling is a sport for everyone. Just like in life, everyone has a next step forward in cycling and this became our unifying thread across our rights. It could be content storytelling that would give confidence to taking up two wheels, through to impact programmes that would help diversify the sport through providing new facilities and opportunities.