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Lloyds Personal Bests

Lloyds Banking Group London 2012 Employee Engagement

The Challenge

Engage Lloyds Banking Group (LBG) Wholesale employees in the company and its London 2012 Olympic and Paralympic Games sponsorship.

Create a bespoke programme employees enthusiastic against a backdrop of redundancies and corporate re-structuring.

What we did

United our varied audience in a common objective to achieve something meaningful to them – a Personal Best. We created a website and a series of videos featuring Olympians which encouraged people to exercise more and track their activity through our bespoke ‘Golden Miles’ tracking tool.  We also partnered with the charity Sports Leaders UK, providing training for colleagues to help them find volunteering opportunities in the community.

2,400 signed up – recording 409,395 “Golden Miles” (average of 170 Golden Miles per registrant), 9,390 hits on the videos and 18,542 hours of community volunteering have been recorded.

The campaign won an ESA Excellence Award.