Barclaycard to roll out Waterslide ad sequel

By Alex Brownsell, marketingmagazine.co.uk, Tuesday, 12 January 2010 09:15AM

LONDON - Barclaycard is launching a sequel to its landmark 2008 'Waterslide' ad, as it looks to drive take-up of its contactless payment products.

Barclaycard: Rollercoaster ad by Bartle Bogle Hegarty

Barclaycard: Rollercoaster ad by Bartle Bogle Hegarty

The campaign, entitled 'Rollercoaster'‚ is part of a long-term strategy to encourage consumers and businesses to switch over to the "touch and go" technology.

The ad, by Bartle Bogle Hegarty, follows the journey of an inner-city commuter. The protagonist opens the door leading from his block of flats, located in New York, to find a rollercoaster ride. This transports him across the city to his workplace, via a bakery, where he makes a contactless payment.

The spot will launch online on YouTube and Barclaycard's Facebook page on 22 January, before screening during ITV1's 'Dancing on Ice' on 24 January.

Barclaycard will also roll out a Rollercoaster game in the coming months, following the success of its free Waterslide iPhone app. The latter was downloaded more than three million times in the fortnight following its launch.

The campaign was overseen by Barclaycard head of advertising and content Paul Troy.

According to Barclaycard, about 20,000 UK retailers accept contactless payment; it also said that between it and Barclays there are five million contactless cards in circulation.

Barclaycard plans to roll out another ad campaign hot on the heels of the launch of 'Rollercoaster' to promote the brand's  loyalty scheme, the first of its kind by a UK credit card company.

Barclaycard launched 'Waterslide' in October 2008, in a shift away from using comic actors in its ads. The brand's previous series of ads had featured the stars of comedy show 'Green Wing', Stephen Mangan and Julian Rhind-Tutt.

Following a recent restructure, Barclaycard has been merged into the Global Retail Banking division at Barclays.

As part of the reshuffle, global retail and commercial banking and Barclaycard chief marketing officer Libby Chambers left the company.

Chambers was replaced in the role by the brand's former US marketing chief, Michelle Bottomley.

This article was first published on marketingmagazine.co.uk

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