Barclays encourages people to take control of their finances

With lack of consumer trust a key issue for banking brands, this campaign sets out to change brand perception by demonstrating just how much it can do for each individual consumer.

Izzy Ashton

Deputy Editor, BITE Creativebrief

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Barclays

Barclays has launched a major new strategic and creative platform that brings a completely new perspective to their customer’s relationship with money. The ‘Moneyverse’ is a parallel financial universe where this relationship is brought to life.

Agency:: BBH London, London

Disciplines

Advertising/Creative Brand strategy Integrated marketing

Sector

Financial Services

Bite Insight

The last pandemic-stricken year has accelerated many purchasing trends but none more so than the rapid growth of the direct to consumer (DTC) market. New brands have launched while more established names have found themselves pivoting to engage directly with their consumers where they find them.

Barclays’ new campaign from BBH London is indicative of a finance brand looking to DTC brands for inspiration to ensure they are connecting directly with their audience.

In the 60 second TV slot, we see the launch of the ‘Moneyverse’, a parallel financial universe where a Barclays phone app user can see and sort his finances in one place. He can view his spending and saving habits as well as log his financial goals and dreams for the future. The campaign message is that Barclays wants to ‘Make Money Work for You’.

The TV slot was shot by award-winning director Antoine Bardou-Jacquet with a voice over from British rapper Speech Debelle and a bespoke soundtrack, made up of music from reggae artist Max Romeo and The Prodigy.

With lack of consumer trust a key issue for banking brands, this campaign sets out to change brand perception by demonstrating just how much it can do for each individual consumer. A reminder that sometimes behaviour learnt from other sectors can inform and inspire magical new brand platforms.