Barclays Direct Investing has launched ‘Good Move’, a new campaign aimed at encouraging more people to invest and helping to close the UK’s investment gap.
Created with creative agency VCCP, the campaign highlights the bank’s investment platform and aims to build confidence among consumers considering investing to achieve their long-term financial goals.
The campaign follows research from Barclays which found that low fees were the most important factor when choosing an investment service, cited by 39% of UK adults. The creative approach combines the platform’s accolades with its no-monthly-fee offering, using a straightforward tone to simplify investment decisions.
The hero film, directed by Andreas Nilsson through Biscuit in collaboration with Girl&Bear, follows a bowler facing an apparently impossible split. After checking his account, he makes a calculated strike, drawing a comparison between preparation, confidence and investing.
The campaign spans television, social media, print, out-of-home advertising, radio and digital channels. It also introduces a new vodcast series for Barclays, using everyday analogies and behavioural psychology to help audiences make more informed financial decisions.
VCCP Social Club developed the vodcast, while digital experience agency Bernadette created digital banners and social assets. Girl&Bear produced the out-of-home and radio activity, with media planning and buying handled by OMD and performance assets produced by Oliver.
The campaign builds on wider industry efforts to encourage investment, including the Invest for the Future initiative, which aims to reshape how investing is understood across the UK.
Simon Groves, group managing director of brand, creative and media at Barclays, said confidence remained one of the biggest barriers preventing people from investing.
He said the campaign was designed to challenge perceptions that investing is complicated and reinforce the idea that choosing an investment provider can be straightforward.
Yan Elliott, creative director at VCCP, said the campaign aimed to simplify the choices facing prospective investors and highlight the benefits of an award-winning platform with no monthly fee.