Barclaycard puts new ad strategy to the test

BMP DDB’s first work for Barclaycard since it won a dramatic re-pitch for the pounds 15 million business goes on air this weekend, introducing a new strategy and a new endline: ’One card. A million users.’

BMP DDB’s first work for Barclaycard since it won a dramatic

re-pitch for the pounds 15 million business goes on air this weekend,

introducing a new strategy and a new endline: ’One card. A million

users.’



BMP’s aim is to reposition Barclaycard as a fundamental part of the way

people manage their lives, while demonstrating that the brand delivers

some of life’s most memorable moments.



’Starfish’ features a young man, just returned from a spur-of-the-moment

holiday, sitting at his kitchen table holding a tiny starfish and

reminiscing about the best two weeks of his life in Goa.



In ’shoes’, we see a woman in her 20s, the proud owner of a new pair of

shoes, showing them off like a little girl in her mum’s high heels.



She reveals to the camera that they are a treat to herself after a

disagreement with her commitment-phobic boyfriend.



Two further executions break at the end of the month. The star of

’phone’ is the mother of a teenage girl who spends hours on the

telephone to her boyfriend. Her mother worries that she is growing up so

fast, because it seems only yesterday that she was a little girl. The

commercial tells viewers about the savings they can make on telephone

calls with Barclaycard.



In the final spot, ’quiz show’, a dad can’t get the video to work at the

crucial moment to record the family’s 15 seconds of fame on a TV

gameshow.



The commercial introduces one year’s free extended warranty for

customers purchasing new household appliances on their Barclaycard.



Paul Parmenter, the marketing director of Barclaycard, said: ’The new

campaign emphasises Barclaycard’s versatility for everyday use as well

as special occasions.’



The campaign was written by Larry Barker and directed by Anthea Benton

through Concrete. Media is planned and bought by BMP OMD.



BMP won a four-way pitch to retain its Barclaycard business in November

against Abbott Mead Vickers BBDO, WCRS and Bartle Bogle Hegarty.



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