Campaign details
Agency:
Barclays UK was on a mission to get mature, digital non-users to overcome their resistance to taking up mobile banking.
Strategy
This steadfast group of older customers lack confidence in technology, so the bank positioned App ID as an additional layer of certainty; the knowledge that no one can impersonate them.
The strategy challenged the two main reasons for resistance head-on: addressing their concerns and turning them into proof points.
It was a relatively small leap for these customers...