First work from BBH since retaining the account in March
Barclays is today launching a distinctive new campaign encouraging people to ‘Make money work for you’. The campaign signals a bold new chapter for the brand and seeks to redefine it’s positioning in the sector.
This is the first work from BBH since the agency retained the account in March, following a competitive pitch against Abbott Mead Vickers BBDO, Mother and Publicis London.
Based on the insight that 12.3m UK adults have little or no confidence in managing their money*, the new strategy aims to help people create a more positive relationship with their finances. ‘Make money work for you’ dramatises this approach in a way that captures the emotional benefit of taking control of your money, bringing it to life with authenticity and impact. And it uses Barclays’ products and services as proof points for how you can be in control of your money, not let it control you. And so it will help customers feel more knowledgeable and confident when it comes to getting the most out of their money
The resulting executions are bold, distinctive and down to earth, creating a new tone of voice for the brand which sets it apart from competitors.
The integrated launch campaign comprises TV, outdoor, print, radio, digital, social, sponsorship and Barclays’ owned channels.
The two 30 second TV ads, shot by ThirtyTwo at Pulse, depict people talking directly to the camera and addressing ‘money’, as they show it who’s boss. In ‘Make Some Noise’, advertising the Barclays Family Springboard Mortgage, we hear from a young woman who is enjoying the freedom of having her own home, now that she no longer lives with her parents. ‘Hide and Seek’, which promotes the Spending feature in the Barclays app, sees a family playing on holiday, telling ‘money’ that “Your days of hide and seek are over. That’s our game now.”
The distinctive, reportage style photography also features people looking directly to camera and was shot by Tom Johnson. The campaign also sees the launch of a striking evolution of the Barclays’ visual identity, also developed by BBH, that will live across outdoor, print, social and Barclays owned channels.
Alex Naylor, Managing Director Marketing Communication at Barclays said: “This is an exciting new chapter for Barclays - being a partner with our customers in helping them “Make money work for them”. Helping our customers and clients to have a more positive relationship with money is at the heart of what Barclays stands for. The launch campaign is just the start.”
Ian Heartfield, Chief Creative Officer at BBH London, commented: “This is the beginning of a new direction for Barclays. It’s about encouraging people to have a more positive relationship with their finances, to get on top of their money, to show money who’s boss, to
tell money what you want it to do. This campaign shines a light on some of the things the bank can do to help people make that attitudinal shift.”
* Source: The FCA Financial Lives Survey, 01.10.2017