Barclaycard: Creating value beyond price

British credit card Barclaycard ran a multichannel campaign targeting the spending behaviours of two key segments to drive growth by gaining customers and increasing usage.

Campaign details

Brand: BarclaycardBrand owner: BarclaysLead agency: OMD UKContributing agency: Droga5Market: United KingdomIndustries: Credit cards & loansMedia channels: Cinema, Online video, Other & ambient media, Outdoor, out-of-home, Programmatic display, Radio & audio, Social media, Television, Video on demandBudget: 3 - 5 million

Executive summary

Entering 2019 Barclaycard was under pressure. A combination of stricter credit regulations, decreased consumer appetite for credit and increased competitive pressure had sent card applications and return per card into decline. With aggregators commodifying the category and innovators increasing consumer expectations,...

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