Material_UK worked with Lloyds Banking Group and their Charity of the Year team on their BBC Children in Need partnership in 2015 and 2016.
We were tasked with targeting three core channels – schools, bank colleagues and customers. We utilised PR and communication that amplified the partnership between the bank and charity.
For schools we aimed to encourage and celebrate fundraising using Pudsey and talent visits to schools.
For colleagues we intended to showcase their in branch fundraising while encouraging them to participate in even more activities such as Ready Teddy Bake, Tour de Pudsey and schools volunteering.
For customers we demonstrated at local levels what branches were doing to help their communities plus promoting the charity to engage customers and drive fundraising through the selling of bespoke merchandise such as Pudsey Moneyboxes.
Three main projects we worked on in conjunction with Bank of Scotland to celebrate their partnership with BBC Children in Need were Ready Teddy Bake, Spotacular and Tour de Pudsey.
Ready Teddy bake involved over 3,000 colleagues from LBG branches across the country participating in a bake sale fundraising challenge; together with their local communities and customers branches raised tens of thousands of pounds and baked over 5,000 cakes, cupcakes and pastries.
‘The Big Spotacular’ was Bank of Scotland and BBC Children in Need’s schools fundraising campaign and its launch saw iconic landmarks across the UK turned ‘spotty’, including Edinburgh airport’s plaza and Glasgow’s Kelvingrove Art Gallery. For the campaign’s launch in Scotland, Pudsey joined various nurseries to turn the landmarks spotty and achieve national media coverage. The launch aimed to encourage schools to sign up for their free Spotacular kit and take part in spotty fundraising acivities.
For the Tour de Pudsey Cycle Challenge we drove PR and created relevant content for the Bank’s social team.
The Cycling Challenge saw three teams of 20 colleagues cycling from London, Cardiff and Edinburgh on a 300 mile cycle to the town of Pudsey in West Yorkshire. Sixty Lloyds Banking Group colleagues completed the challenge in just 3 ½ days, all arriving at the finish line in Pudsey together.
On Day 1 there was a ‘Grand Depart’ in all three cities where each team was waved off by a recognisable face. Cyclist and adventurer Mark Beaumont gave the Edinburgh team a few words of advice while Gethin Jones and Jodie Kidd wished the Cardiff and London teams well on their challenge. We used this opportunity in all three cities to capture interviews, photography and footage of our celebrities engaging with the colleague cyclists to send out to media and share on their social channels.
Along the route riders passed 38 Lloyds Banking Group sites and branches where colleagues cheered on the riders with branded cheersticks and hand clappers. Riders also engaged with BBC Children in Need projects along the route. All of this allowed for us to capture good content to push out to media or once again on the group’s social channels.
The target was to raise around £160,000 for BBC Children in Need but they smashed this target with an amazing £246,000 raised.