Barclays is on a mission to get a bigger share of customers’ money and has charged VCCP with persuading people to use the bank’s investment platform, which now comes with no monthly fee.
VCCP’s route is to show a man performing an extraordinary move at a bowling alley as a way to underline the confidence he feels as a Barclays investor. The “Good Move” campaign includes a new vodcast by VCCP Social Club that links up behavioural psychology and investing.
The work slots neatly into the Invest for the Future campaign, which brings together 20 major UK financial services institutions and is led by Barclays Private Bank CEO Sasha Wiggins. It’s a drive to “close the investment gap” which has come about because 44% of UK savers are risk averse or just plain nervous about putting their money in equities.
Simon Groves, group MD of brand, creative and media at Barclays, said: “We know that confidence remains one of the biggest barriers preventing people from investing. ‘Good Move’ is designed to challenge that by helping people feel more informed to consider whether investing could play a role in helping them achieve their long-term financial goals. As Barclays works to help more people invest and close the UK’s investment gap, this campaign is an important part of bringing that ambition to life.”
Yan Elliott, creative director at VCCP, said: “The investing world can feel confusing and exclusive. We worked with Barclays to create a campaign that aims to simplify the endless choices and make you feel like you’ve made a ‘Good Move’ – by investing in an award winning platform with no monthly fee. So you can know that everything is all in hand. Including a bowling ball.”
Under Elliott’s directorship, VCCP’s work for Barclays continues to stand out in its category, eroding the bank’s stodgy edges to make it feel like a more accessible option. Not an easy task in the era of shiny new online banks.
MAA creative scale: 7.5
