The news brand and the high street bank launch a 90’s inspired campaign for their £5K mortgage scheme, designed to help first-time buyers trapped in the rental market
Lloyds’ green is everywhere. Such ubiquity reflects the brand’s ambition to become the premier destination for direct mortgages in the UK.
In partnership with Metro, Lloyds Bank brings this vision to life at scale, using the news brand’s reach and cultural relevance to connect with audiences nationwide. While the average first-time buyer deposit in 1996 was £5,000, today it’s closer to £50,000. Drawing on the cultural cachet and unmistakable style of the 90s, the campaign revives the era of the £5K deposit and with it, the possibility of accessible homeownership for first-time buyers.
There are an array of standout activations developed across the Publicis Groupe integrated media and creative teams, with Metro playing a central role in amplifying the campaign’s impact.
The centrepiece is a first-of-its-kind ‘1996ify Yourself’ filter. Launched through a TikTok partnership, the filter will also feature within an OOH station takeover in Birmingham New Street on Friday as part of an influencer collaboration, further extending the Metro and Lloyds Bank partnership into the physical environment.
The campaign has generated attention beyond the media industry, with Lloyds’ Metro cover wrap even being mentioned in Parliament.
