A novel customer segment, the “Mass Affluent” (a step down from high net worth individuals) is promised free financial advice in return for signing up to a Barclays Premier account in VCCP’s new campaign for the bank.
The idea is to cut through the rewards and perks policies of many banks and instead offer personalised financial planning as an enticement. Whether you’re a thinking about retirement or supporting your adult children (more likely both), Barclays wants to share the mental load.
Inderjit Bassi, CMO at Barclays UK, said: “By reflecting real customer ambitions, we show how Barclays Premier can help people focus less on financial worries and more on what matters most. We want to help more customers feel confident about what is coming next, and to be a step ahead.”
Yan Elliott, creative director at VCCP, said: “Many people feel like they should be better off, but in reality they are feeling financially squeezed and anxious. By making the most of an actionable financial plan, through Premier, Barclays wants to reduce the overwhelm and set them up, and those close to them, for a better future. That’s the kind of future Barclays is backing.”
Grandad has chosen to take his granddaughter to visit streets of stressed city workers, seemingly as a reminder of what he’s escaped. It’s one of those campaigns where the real work is in the delivery, by Barclays, of free, accessible, quality financial planning.
MAA creative scale: 6.5
