Winner
McCann Central
Trust Anchor: Driving digital adoption amongst the ultimate resistors, Barclays UK
Barclays wanted to encourage older people - those aged 55+, to take up mobile banking and use the Barclays App ID and verification feature, whether in branch or making telephone banking transactions.
Insight showed that this group of customers lacked confidence in technology, so the App ID was repositioned to them offering an additional layer of certainty: the knowledge that no one can impersonate them.
Based on the understanding that these customers are less likely to be found online, the campaign utilised the more traditional channels of radio, press and in-branch. The creative idea was ‘Only you can be you’, summing up the ID verification functionality, and combining it with an emotional appeal to customers’ own sense of individuality. The copy brought to life those quirks and eccentricities that make each person unique, expressed in a warm, humorous way. Imagery was carefully chosen to be representative of confident, happy, mature people, directly looking at the camera, demonstrating that App ID puts customers in control.
The focus on fraud prevention was ramped up with a play on the often-used pandemic advice to ‘Stay Safe’ – combined with the offer of support to download and set up the app for those less confident with digital technology.
The campaign more than met its objectives, with thousands of incremental app registrations in its first week. In branch, registrations to the Barclays app in this channel also grew across the campaign period overall, despite footfall being down, and across telephony, the app registration rate also increased.
Highly Commended
Essence
How Essence’s OneSearch innovation helped L’Oréal home hair colourants win in lockdown, L’Oreal
During lockdown, demand for at-home hair colour surged along with the need to purchase online. Essence was tasked with increasing visibility for L’Oreal brands, capturing search demand and growing user interaction, all while maintaining strict budget efficiency. It aligned and interrogated data from across the organic and paid search channels and built a custom platform providing a ‘common language’ across both paid and organic search. This highlighted synergies, gaps and opportunities to enable robust, holistic decision making. This ‘One Search’ approach led to a boost in incremental search traffic, and an increase in site and ad engagement.
Finalists
- iCrossing UK: Step-changing Fidelity's flagship ISA campaign, Fidelity
- Performics @ Spark Foundry: Crafting Moments with Hobbycraft, Hobbycraft
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