Turning corporate banking comms inside-out
The Challenge
Generating engagement among a new generation
Barclays were top of the UK Brand Performance scoreboard among their competitors. Despite this, their consideration and awareness among non-customers had fallen slightly. How could we change this and help them connect with a younger, digitally savvy audience?
Playing on a perception – and breaking it
We looked into the audience’s attitude to corporate banking and realised we could turn it around by bringing attention to a key strength.
Corporate banking in general can seem cold and remote, but we knew the opposite was true for Barclays. Their Relationship Directors understand each client’s sector and business inside out. Far from being a remote figure, they get out from under their desks to spend regular time with them – becoming an integral part of their team. By illustrating how Relationship Directors work, we showed how Barclays have built a unique corporate banking model built on providing their customers understanding and support every step of the way.
Making an impact where it mattered
Through delivering visual standout in a new channel for Barclays and targeting the audience in locations they’d connect with across the UK, we delivered excellent results across all metrics.
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