Banks Hoggins O’Shea has unveiled a campaign to launch Barclays’
direct banking company, b2, which offers a way of saving that brings
stock market investment to the ordinary person in the street.
The outfit’s flagship product is the Advanced Savings Account, which
offers tax-free returns from stock market investment without financial
risk since part of the funds are used to pay for protection against
falls in share price.
A pounds 15 million advertising campaign began on Monday with a series
of teasers introducing the new logo, which Banks Hoggins helped design.
These will be followed next week by an additional 20 commercials
featuring the film star, Richard E. Grant, who is fronting his first
The ads feature a deep blue Caribbean sea and sky as a reference to
Barclays’ hallmark blue colour - though the commercials do not mention
the Barclays name.
In one execution, Grant asks: ’A new financial company that will change
the way we save forever? Can it really be?’ In a second he ponders: ’A
fresh, modern and open company? Can it really be?’
They were originated by the creative partners, Ken Hoggins and Chris
O’Shea, and directed by Daniel Barber through Rose Hackney Barber. The
main advertising campaign breaks on 18 May and will run in bursts until
the end of the year.
In the work, Grant explains the unique features of the Advanced Savings
Account, such as its tax-free returns, protection against market falls,
low cost of entry and flexibility. The ads carry a direct response
telephone number. Media was handled by MediaVest.
Banks Hoggins was briefed to create a campaign emphasising a simple
product from a young, flexible company that avoids confusing jargon.