Barclaycard: Avios

Barclaycard, a financial services brand, increased take up of its new Avios credit cards in the UK by launching a series of creatives that got people excited about foreign travel and showed how Barclaycard could help finance it.

OLIVER's mission was to help Barclaycard to successfully launch two new Avios credit cards and challenge the established brands that dominated the market.

Strategy

Barclaycard wanted to dramatise the ease of collecting enough Avios points for a trip abroad. Regular purchases, big and small, soon mount up.

Customers collected one Avios point for every £1 they spend. Or, for a £20 monthly fee, they could have the Barclaycard Avios Plus, which gave them 1.5 Avios points for every £1 they spent

After a year or so of dreary staycationing, the brand wanted to get people excited about foreign travel again...

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