The challenge was to take Barclays’ various online trading products and remarket them under one Brand moniker in a way that will reach the young and ambitious Traders that they need to adopt their platform.
Most of the advertising in the financial space is pretty dull – focusing on the numbers and product specifics. No one was leveraging the emotional territory of the trading world – the competitive atmosphere that drives the traders to succeed. So we created some compelling communications that leverage the Barx Trading platform as the smart mans choice – the Top Dog of the online trading world. An Iconic Dog character that tells the story of Barx through analogy and drama in the big city. The films were rolled out as banners, used as pre rolls, posted on the Barx site and also formatted to be re used at conferences and in gyms etc.
The results have been fantastic. The campaign really stood out on the bland host pages like “Host page name here” – the cinematic banners command attention and certainly attracted impressive click-thrus. The Campaign cleaned up at the Financial Advertising Awards – winning triple gold for best execution, best campaign and best in show (B to B)