Barclaycard rolls out '31 day challenge' campaign

Barclaycard is launching the "Barclaycard 31 day challenge" to encourage consumers to try something new every day for the month of January.

Barclaycard: new campaign stars Giovanna Fletcher
Barclaycard: new campaign stars Giovanna Fletcher

Starring writer and presenter Giovanna Fletcher, the multi-channel campaign, which was created by Iris, is running across online video and social. It support the credit card’s Start Today brand positioning.

It features Fletcher taking on a new challenge every day this month via Instagram and Twitter. Each week will include one live experience shared via Facebook Live and supported by YouTube content showcasing Fletcher’s newly acquired skills.

Celebrity help has been enlisted to coach Fletcher. She will attempt cake decorating with master baker Liam Charles, cricket lessons with sporting legend Andrew "Freddie" Flintoff, cycling in the Queen Elizabeth Olympic Park velodrome with Sir Bradley Wiggins and master the Charleston with drummer and dance champion Harry Judd.

Other skills she will try include juggling, floristry, learning the violin, origami, magic tricks and yoga with husband Tom.

There will be an opportunity for audiences to interact in real time via a vote to select challenges for Fletcher to complete. Voting will take place via Instagram and customer communications.

Alex Naylor, UK marketing director at Barclaycard, said: "This campaign demonstrates our ongoing strategic focus on social media and content creation and we are excited to find new and engaging ways to  communicate with our audiences.  

"January is the perfect time of year for setting new goals and we hope that Giovanna’s experiences will inspire and show people that whatever that ‘something’ is that they might want to start it can be easier to give it a go than they might think," he added.

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