Barclaycard: Pass the lolly


The team

Alex Naylor, Paul Alexander, Daniel Sector, Ruth Pignal-Jacquard, Tiffany Watson, Claire Redhead.

Other contributors:

Iris – Creative agency, Maxus – Media agency.

How did the campaign make a difference?

Multiple channels showed that Barclaycard's deals were the very best in the market; an ice lolly creative adapted to make best use of each channel, and 75,286 new accounts were created.

What details of the strategy make this a winning entry?

The market is awash with card offers, so how will potential customers know what will give them the best value? A range of market-leading deals combined a long balance transfer term with a low fee, leading to celebration of Barclaycard's 'hottest ever offers' for the summer, with a fully integrated multichannel campaign including direct mail, online, in-branch and social media. Digital activity used online channels including, search, aggregator channels and display, with multiple sets of open-market banners with test-and-learn activity, a bespoke splash page for the campaign, and AOL and Yahoo email login page takeovers. An interactive page grabber was used on networks and the Yahoo homepage for the first time. The campaign was supported across Facebook, Twitter and Google+. In addition to acquisition messages, there was content to create engagement. Halfway through June, hosted a prize draw with an imbedded pop-up tweet link. The lolly gradually melted, eventually revealing the winner of the £1,000 Virgin Travel voucher.

How did creativity bring the strategy to life?