An adult man who still lives with his mother and decides to apply for a mortgage while watching an orca documentary; or a young skater who decides to ignore the pseudo-advice of the “fintech bros”. These are the two scenes that Barclays has chosen to not only highlight its products, but also its legitimacy and authority in an economic context marked by tensions.
It is positioned as a trusted ally to promote people’s progress
Together with the creative agency VCCP, the financial institution has launched a new brand campaign that marks a new direction in the company’s communication strategy in the United Kingdom and that aims to boost the perception of the entity as the bank best positioned to help people, companies and communities achieve significant progress.
The campaign dramatizes the idea by highlighting the decisive moments when people choose to make a positive change in their life or finances. To do this, it moves away from the usual codes of financial advertising, and uses humor to address some of the main economic tensions of the moment, such as difficulties in accessing housing or online misinformation.
The campaign consists of two spots. In “Orca” Barclays highlights its Mortgage Boost mortgage program with the story of Stephen, who realizes the need to become independent by watching a nature documentary.
The second spot is titled “Skatepark” and shows some skaters watching two supposed “financial gurus” give misleading advice on social networks. Instead of joining them, Isaac prefers to rely on Barclays LifeSkills solutions to improve his financial knowledge.
The ads have been directed by David Shane through the production company O Positive, and have been produced by VCCP’s Girl&Bear content studio.
“We set out to redefine Barclays’ role in modern British life. Not only as a financial institution, but as a true driver of progress“; commented Simon Groves, General Director of Brand, Creativity and Media at Barclays, according to Creative Salon. “EThis campaign seeks to recognize those real, often complex moments in which people decide to act, and show how Barclays can be present at those crucial moments.”.
The new creative direction is based on the insight, worked on at a strategic level with the Acacia Avenue agency, that progress is an innate desire in all people, but that they need help in a world of uncertainty. Thus, the campaign reinforces Barclay’s credibility and legitimacy as well as its relevant role in society.
The campaign includes radio spots and outdoor advertising graphics that also bring decision moments to life. It also has activations on social networks and influencers, with a plan led by the agency Born Social. In addition, it will deploy a B2B strategy with the help of the Bernadette agency, with which Barclays also stands out as an ally of companies.
OMD acts as a media agency.
