U.K. retail bank Lloyds TSB recently launched an interactive digital signage driving game to promote its "Personal Current Account" smart features. The "Sidecar Grand Prix" game details the key features Lloyds bank DOOH gameof the Lloyds TSB current account and entices people to play across mobile, online and digital out-of-home platforms.

Created by RKCR/Y&R and produced and built by Grand Visual, the interactive touchscreen execution begins with a countdown to the start of the race, and the driver then races off to collect five different icons in the fastest time. Each icon represents a key smart feature of the current account which are then summarized at the end of the game along with the user score and call to action to visit the nearest branch or the bank website to customize one's account.

The campaign was planned and booked by MEC and Kinetic. This is the first interactive campaign to run on CBS Outdoor's LCD screens and it will also air across Clear Channel ID6's and JCDecaux's interactive six sheets, according to the announcement of the campaign.

Grand Visual Digital Director Dan Dawson said, "We know from our own research that fun, interactive brand experiences create longer lasting and more accessible memories. Compelling, interactive experiences are now more achievable for an out-of-home audience through clever use of digital technology."

Read more about DOOH advertising.

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