2022 Bronze Financial Services

Agency: OLIVER

Client: Barclaycard

Campaign Name: Barclaycard Avios

Campaign Overview

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 - and show them how accessible it is with Barclaycard. The promise was simple: routine spending on the card could lead to holidays in exotic destinations.

Creativity

The idea was encapsulated in the line ‘From everyday to getaway’.

The creative featured scenarios with people in everyday retail situations such as buying a coffee, trying on shoes and taking delivery of a parcel. It showed them stepping effortlessly into desirable holiday locations: a poolside bar, a ski lodge and a beach resort.

To emphasise the neatness of the transformation, the before-and-after scenarios were linked visually. The stills and video shoots were meticulously planned so that each change from 'everyday' to 'getaway' was seamless. The locations themselves ranged from Florida to the Cotswolds.

Assets were deployed across a huge range of media, encompassing digital display, social, out of home, in-branch, press, email and DM. Digital OOH sites were chosen for their proximity to retailers that prospects visited. Social and digital display activity concentrated on travel-related areas.

In total, there were 104 distinct executions in both brand and performance channels.

Results

This was one of Barclaycard's most successful launches ever, with 9,878 visitors in the first 48 hours. Over the first five months of the campaign that increased to 143,487 visits and 45,515 cards issued: 21% ahead of target.

Overall ROI was 5.69:1, and CPA was £32; 21% lower than forecast.

The Team

OLIVER - Rod Sobral, Global Chief Creative Officer - Rob Kavanagh, Executive Creative Director - Nigel Webb, Creative Director & Head of Copy - Kevin Bratley, Creative Director - Rick Blackburn, Senior Art Director - David Brown, Senior Copywriter - Keith Gray, Associate Creative Director - Joel Wilson, Account Director - Tandy Virdee, Senior Project Manager - Rob Choi, Group Account Director - Nick Burke, Art Director - Lydia Matas, Senior Designer - Marcos Silva, Motion Designer - Keith Hopwood, Head of Design - Kirsty Davis, Integrated Designer - Karen Blundell, Artworker

Barclaycard - Paul Alexander, Marketing Director - Aiden Charles, Senior Communications Manager - James Tyrrell, Senior Brand Communications Manager - Lauren Wheeler, Brand Communications Manager - Tom Burrows, Brand Communications Manager