Barclays: Trust anchor – moving the unmovable digital banking rejecters to a safer future

Barclays, a banking brand, increased app downloads and usage of its App ID verification among older customers in the UK by creating ads with imagery and copy that demonstrated its safety by showing that nobody can impersonate them.

Campaign details

Brand: Barclays UKAdvertiser: Barclays UKEntrant: McCann BirminghamCategory: Single MarketPrincipal author: Mark Broughton-Foxall, McCann Birmingham

The challenge

Get mature, digital non-users to overcome their long-standing resistance to taking...

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