Barclaycard today launches a nationwide integrated marketing campaign that showcases how its contactless payments devices – from cards to mobile apps, fobs and bracelets – allow you to ‘Pay Your Way’ by making paying speedy, simple and secure.
Barclaycard, which has been at the forefront of payments innovation for the last 50 years, launched contactless technology in the UK in 2007. Paving the way for the 10th anniversary of contactless payments in September, the new marketing campaign celebrates how they have revolutionised the way we pay for different items throughout the day.
The twenty-week campaign debuts with a 60” film premiering in cinema and then airing on digital and social platforms. Exploring a day in the life of a busy protagonist as she goes from work to buying new clothes to picking up a magazine and then partying with friends, the cinematic film features different contactless payment devices from Barclaycard’s diverse range.
The fast paced tempo and highly colourful scenes, which morph from one to another, are designed to create the sense of liberation and freedom where payments don’t get in the way. The film underscores how Barclaycard has a different device for the different roles people play and how they truly allow them to pay their way: when they want, how they want, and in a way that suits their lifestyle.
The multi-format, multi-channel campaign will also see two real-life content films launching across digital and social platforms on 10 July. Martin Heald, a brilliant defender with the England Amputee Football Team, and Carlton Gadsby, a full time carer and passionate Northern Soul dancer, are shown using Barclaycard contactless payment devices to seamlessly support the diverse needs of their everyday lives.
Andrew Hogan, Global Head of Brand Strategy at Barclaycard said:
“This is a colourful celebration of the way we now live our lives and how Barclaycard, as a brand, has been at the forefront of payments innovation for over half a century. Our cinema campaign shows the full breadth of contactless devices that we offer in fast paced and dynamic situations, whilst the inspiring real life stories show how paying with contactless allows us to seamlessly get through the day and enjoy our passions.”
The activity is part of a wider strategic approach Barclaycard is taking to motivate consumers and merchants to start something new today entitled ‘Start Today’. Along with a nationwide television ident campaign currently running on Channel 4, the activity is a prelude to the wider marketing campaign planned for later in the year.
For more information please contact Tom Foxton on 0207 116 7285 or firstname.lastname@example.org.