Barclaycard: MyPlayerTwin

RAPP UK

The team

Rik Haslam, Philippe Wilson, Alex McGhee, Rick Mills, Adrian Whatman, Ralph Peskett, Benoit Chovet, Louise Morgan, Jessica Aspinall, Loes Wijsman.

Other contributors:

Aurora – Facial recognition technology, Unit9 – Site developer.

How did the campaign make a difference?

The objective was to engage men, (re)introducing the brand and bespoke offers via football – a subject more important than life and death for many. This campaign created a database of over 113,000 addresses, with more than 347,000 unique visitors in just four weeks. The unsubscribe rate has been exceptionally low (just 0.64%), a fantastic boon to the bespoke service.

What details of the strategy make this a winning entry?

Barclaycard launched bespoke offers into a competitive marketplace, with established rivals like Groupon, Wowcher and Living Social. It needed to build a database of non-Barclaycard customers. The challenge was in communicating the benefits of the service. The campaign had to create interest, to make non-customers initiate a relationship at a time when consumer confidence in banking was low, and to encourage people to continue receiving emails about bespoke offers once they'd signed up, as well as deliver when the bespoke offers were launched. This happened to coincide with the end of the football season. Barclays' sponsorship of the Premier League gave access to an audience already familiar with Barclays beyond its role as a high street bank, plus Barclays' Premier League assets, including: LEDs and programmes across all matches and banners on PremierLeague.com and other owned media, such as Facebook and Barclays Ticket Office.

How did creativity bring the strategy to life?