Barclaycard is launching a new national integrated campaign across TV, video on demand, print, digital and social media to raise awareness of the vast range of benefits available to its UK customers.
The campaign will focus on a typical Barclaycard customer getting more out of their day with the help of a wide range of Barclaycard benefits – including advance ticket sales, balance updates, contactless payments and in-app bill payments.
Breaking on Saturday 16th May at 2030 during Britain’s Got Talent, the campaign will run for 6 weeks.
The TV commercial, created by BBH, depicts a ‘Dad’ character as he goes about his day, with the refrain ‘Today I Will’. The character narrates his day in the style of a song, and describes to the viewer all the things he does; from taking his son for an afternoon treat, to taking his daughter to experience Japanese food for the first time, to struggling to stay fit, to eventually getting married.
As his day unfolds the viewer will see how the various features and benefits of being a Barclaycard customer combine to help him achieve his goals and ‘get more out of today’.
Katherine Whitton, Chief Marketing Officer for Barclaycard, explains: “We know that building awareness and usage of the wide range of benefits every Barclaycard offers increases customer advocacy.”
“This led us to a creative idea that would combine the practical uses of our cards with the emotional benefits customers derive. Whether its advance tickets, Fee-Free Friday, account access on the move, notifications or contactless payments we want to show how Barclaycard helps customers get everything they want from their everyday.”
The TV advert will feature 60” and 30” edits and will be supported with a press campaign featuring the same character and focussing on three Barclaycard features – alerts when spending abroad, using the call button on the Barclaycard app and Fee-Free Fridays.
BBH developed the creative concepts and TV campaign. The TV commercial was shot by Guy Shelmerdine. The media has been planned and bought by Maxus.
In addition to the TV and press campaign, Barclaycard is also launching a number of films featuring comedian Jason Manford to run across social media channels. Designed to highlight the benefits available to Barclaycard customers, Jason will be filmed performing a stand-up routine in a real comedy club. He will take a humorous look at everyday modern ‘problems’ in the areas of shopping, going out and travel. Barclaycard will then demonstrate how its various products and benefits can help solve them.
As part of the campaign, Barclaycard is also challenging the 300,000 strong global Zooppa community for the first time to come up with creative ideas of how to dramatise the benefits of being a Barclaycard customer, to be shared through its social channels. The ideas will be judged according to shareability on social media, capturing the brand’s values, originality and production quality.
The integrated campaign, also including customer and acquisition communications, will culminate with the Barclaycard presents British Summer Time Hyde Park event from the 18-28 June. Featuring headline acts The Who, The Strokes, Blur, Kylie and Taylor Swift, along with a special family day, Barclaycard customers have enjoyed access to pre-sale tickets before they went on general sale. At the event, customers will have access to fast-track entry, exclusive competitions and be able to experience Barclaycard’s Better View platform to see Hyde Park, and London’s skyline, from 100ft above the ground.