Lloyds Bank
Project: Year of the Horse x Year of You
Horse Power for the Year of You
For a bank defined by its iconic horse logo, the Year of the Horse was the perfect cultural moment for Lloyds to bring its ‘moving people forward’ brand belief to life. We created an authentic in-person experience that drove meaningful engagement, awareness and earned impact.
01The Challenge
The Lunar Year of the Horse, a symbol of energy and forward momentum, presented a uniquely relevant cultural moment for Lloyds – a brand defined by its iconic horse logo and its belief in helping people move forward. Our challenge was to create an authentic brand experience that celebrated this shared value, reinforced the bank’s role as a supportive presence in people’s lives and generated meaningful engagement – while remaining respectful of the communities at the heart of the celebration.
02The Solution
We launched ‘Year of the Horse X Year of You’ – an East-meets-West pop-up toy shop in London’s Soho. The experience centred on a limited-edition plushie of Lloyds’ iconic ‘Cancara’ horse, creating a tangible link between the zodiac sign and the brand. Each plushie came with a personalised certificate, encouraging guests to set intentions for the year ahead. The moment was teased with a viral fake OOH activation of magical hoofprints in Soho, amplified by a national OOH campaign and shared by five culturally relevant creators to drive social buzz.
03The Impact
Members of the public queued round the block for over two hours to get their hands on a Lloyds horse plushie. Real-world demand translated into powerful digital engagement, delivering 28m+ impressions, reaching 11.1m people and driving a 15% growth in TikTok followers. Earned media followed, with 13 press features securing a 634k+ reach.
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