Barclaycard: How creating value beyond price drove results beyond expectation

Barclaycard, a banking brand, launched an Entertainment programme in the UK that gave money back on tickets and exclusive presale access to show customers that its price premium was worth paying.

Campaign details

Brand: BarclaycardAdvertiser: BarclaycardEntrants: OMD UK and BarclaycardPrincipal authors: Paul Phillips, OMD UK; Robert Beevers, OMD UKContributing author: Alex Silk, OMD UK; Pete Heskett, Droga5

Introduction

Entering 2019 Barclaycard faced a huge commercial challenge. Barclays Group, like its competitors, had been commanded by the Financial Conduct Authority (FCA) to achieve and maintain Return on Tangible Equity (ROTE) in excess of 10% by the end of the year, a target they could only hit if Barclaycard, like every other business unit, made a strong contribution. But, in 2019, Barclaycard's returns were...

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