The opportunity
In answer to Lloyds TSB Commercial Finance’s (LTSBCF) core objectives of differentiating themselves from their competitors and enhancing their brand recognition through memorable advertising, we developed the LTSBCF student art competition; Art of Nurture. Winning students’ work is used as their central marketing and advertising campaign image each year. In 2010 - its fourth year - the competition attracted well over 500 entries. Students from art colleges across the UK participate in a series of regional heats, which in themselves are an opportunity for LTSBCF to entertain clients and prospects. The final this year was held at an exciting evening ceremony and exhibition at the Saatchi Gallery.
The impact
LTSBCF benefited from a dramatic 40% increase in new client numbers following the first competition and now commands the highest brand awareness in its market. There was a very high take-up of invitations to events and positive feedback from clients. The competitions not only bring about the creation of original artwork and unique content for use in their advertising campaigns, but also demonstrate LTSBCF’s commitment to young people and nurturing and promoting new talent. LTSBCF has benefited from increased press coverage as a direct result of Art of Nurture.
We continue to advise and support LTSBCF on this exciting programme; sourcing judges, liaising with art colleges and making recommendations on developing the competition each year.
"Working with Arts & Business over the last four years we have benefited immeasurably from their creative input and arts intelligence...Arts & Business have worked with us to make links with key arts institutions across the UK and have sourced senior industry experts for our judging panels from the worlds of arts and business.”
Simon Featherstone, Managing Director, Lloyds TSB Commercial Finance