Code Computerlove drives Lex digital rebrand
Code's appointment as Lex's digital agency followed the merger of Lex and Bank of Scotland Vehicle Finance last year*. The combined business is now simply known as Lex, adopting the bank's corporate strapline "Look at things differently".
Code has redesigned and added new features to www.lex.co.uk, the brand's core business to business site. Code was tasked with integrating the new Lex branding into the site and improving the user journey with a simplified navigation structure. An effective content management system has also been put in place to aid future development.
Code has also redesigned the website for Lex's personal contract purchase (PCP) arm FreeChoice, following the merger with Bank of Scotland's PCP product Freeway and subsequent rebranding as Bank of Scotland Freeway. The site is now live with the new web address of www.bankofscotlandfreeway.co.uk.
John Derbyshire, Lex's online marketing manager, said: "We chose Code as our digital partner after reviewing a number of agencies, none of whom demonstrated the creative and digital expertise offered by Code. Having a strong online presence and clear identity, as well as embracing digital innovation, is key to the success of our business. Code have helped to further demonstrate how digital marketing can help us achieve our business objectives."
Derbyshire added: "Business requirements for our website have grown exponentially over the last two years and 75% of business to business customers now research or initiate buying decisions online. The merger of Lex and Bank of Scotland has given us the opportunity to overhaul our online functions to ensure our digital offering matches our capabilities offline."
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Notes to editors:
Lex and Bank of Scotland are both part of HBOS.
*HBOS acquired full control of Lex Vehicle Leasing in May 2006, having jointly owned it with Aviva since 1998. HBOS had operated Bank of Scotland Vehicle Finance for 20 years.
Now part of bank of Scotland Corporate; Lex is the UK's largest vehicle leasing company with 250,000 vehicles - 12.5% of the UK market for new cars - under contract. Lex is number one in the market, with a share of 14% compared to its nearest rival at circa 9%.
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