Three weeks ago, i-media officially launched ANPR Audiences, a new targeting capability that identifies real vehicle audiences at motorway service areas and triggers relevant creative in real time. Lloyds Bank is the first brand to activate it.
The 'My Car' campaign ran from 14 to 28 September 2026, and used bespoke audience profiling to trigger relevant creative in real time.
My Car is a feature within the Lloyds app that brings MOT dates, road tax, insurance and servicing reminders into one place, and sits at the centre of a broader ambition: to move Lloyds beyond its role as a finance provider and establish it as a genuine partner across the full car ownership journey.
For the campaign, Lloyds and agency Publicis Media identified target vehicle models and matched them against Starcount open banking data to define a precise audience profile. When a vehicle matching one of those models arrived at an i-media MSA, colour-matched creative aligned to that vehicle type was triggered automatically.
Vedad Obradovic, Head of Homes and Transport Marketing at Lloyds Banking Group, said:
"In a world where consumers are exposed to thousands of messages every day, relevance is what drives impact. As we introduce My Car, we're using i-media's ANPR technology to deliver a more personalised ad experience for drivers. Just as My Car uses vehicle registration details to help customers stay on top of their car's MOT, tax, insurance, and servicing, i-media is able to recognise when a matching vehicle arrives at motorway service stations and serve personalised creative that reflects the vehicle they're driving. By connecting data and creativity in near real time, we're creating more relevant, engaging, and memorable experiences = and we're excited to be the first client to leverage this new capability from i-media to deliver personalisation at scale."
At the ANPR Audiences launch event, Emily Samal, Consumer Marketing Manager at Lloyds, and Lavern Mason, Senior Marketing Manager at Lloyds, spoke about the campaign and what it signals for how the brand thinks about out-of-home.
"As Lloyds, we are the largest digital bank in the UK, and I think that needs to be reflected not only in the propositions we're offering, like My Car, but also in how we buy media, how we target, and making sure that every pound we put in is working as hard as it can." Emily Samal, Consumer Marketing Manager, Lloyds
"Sometimes it's scary to go first. Is this going to work? It's about trying it, failing fast, learning and moving on. The opportunities [ANPR Audiences] unlocks, this gives us an opportunity to talk at scale to many of our customers with relevant, timely communications." Lavern Mason, Senior Marketing Manager, Lloyds
The brand uplift study bears out the ambition. Among Lloyds customers, trust moved +11pts, favourability +10pts, and the recommendation score jumped +15pts, with promoters rising from 39% to 54% and detractors halving, from 22% to 11%.
The MSA environment also delivered beyond the primary target. Among non-customers who recognised the ads, the effect was still significant: nearly 2x more likely to rate Lloyds favourably, and 1.7x more likely to consider switching. Precision targeting reached the core audience. The environment reached everyone else.
Ad recall at motorway services doubled (14% to 30%), and among those who recognised the creative, 56% placed it specifically at MSAs, the single biggest recall channel, above TV, roadside and online.
The Lloyds campaign is the first proof point for ANPR Audiences. The product launches with 50+ pre-built audience segments, the ability to build bespoke audiences from 3,000+ behaviours and demographics, and conquesting capability built on real open banking data.
Find out more about ANPR Audiences and how it could work for your brand →
