Working as a freelance AD I helped create one of Barclaycard's most successful launches ever, with a website crashing 9,878 visitors in the first 48 hours that increased to 143,487 visits and 45,515 cards issued (21% ahead of target) over the first five months of the campaign.
The brief:
After a year or so of dreary COVID related staycationing, the brand wanted to get people excited about foreign travel again - and show how easy it was by collecting Avios points on their everyday spends with Barclaycard. The promise was simple: everyday purchases can soon lead to holidays in exotic destinations.
The Creative:
‘From everyday to getaway’
The creative featured scenarios with people in everyday retail situations such as buying coffee, trying on shoes and taking delivery of a parcel. It showed them stepping effortlessly into desirable holiday locations: a poolside bar, a ski lodge and a beach resort.
To emphasise the neatness of the transformation, the before-and-after scenarios were linked visually. The stills and video shoots were meticulously planned so that each change from 'everyday' to 'getaway' was seamless. The locations themselves ranged from Florida to the Cotswolds.
The campaign:
The campaign was deployed across a huge range of media: digital display, social, out of home, in-branch, press, email and DM. In total, there were 104 distinct executions in both brand and performance channels. Overall ROI was 5.69:1, and CPA was £32; 21% lower than forecast.