Barclays has launched a new integrated campaign designed to position its Premier proposition as a source of practical financial support for customers balancing busy family and professional lives.
Created by VCCP, the “Be a step ahead with Barclays Premier” campaign aims to address the growing mental load associated with managing finances, family commitments and long-term planning.
Rather than focusing on rewards and incentives commonly associated with premium banking products, the campaign centres on services such as personalised financial planning and preferential mortgage and savings rates, positioning these as tools to help customers feel more prepared for life’s major milestones.
Inderjit Bassi, Chief Marketing Officer at Barclays UK, said the campaign was developed to reflect the realities facing many mass affluent consumers.
“Mass affluent audiences are battling a high mental load and stresses of modern life. Barclays Premier combines expert support, personalised financial planning and exclusive benefits to help customers cut through the complexity.”
The campaign’s lead film follows a grandfather travelling through a busy commute with his granddaughter on his shoulders, highlighting the freedom and peace of mind that can come from effective financial planning and early retirement.
The creative extends across television, out-of-home, press, radio, social media and in-branch channels, with supporting executions focused on life goals including buying a home, starting a business and planning a wedding.
Yan Elliott, Creative Director at VCCP, added that many consumers feel financially squeezed despite appearing financially secure.
“By making the most of an actionable financial plan, through Premier, Barclays wants to reduce the overwhelm and set them up, and those close to them, for a better future.”