Barclaycard has hit out at its rivals for their “emotionless” and price-driven advertising as it launches a campaign that it claims is its “best for ten years”.
The work, which breaks during Coronation Street on August 20, aims to position Barclaycard as a value-for-money and innovative brand.
The heavyweight campaign, created by Bartle Bogle Hegarty (BBH), stars Green Wing actors Julian Rhind-Tutt and Stephen Mangan, who replaced Jennifer Saunders as the “face” of the brand last year (MW October 3, 2006).
It is the first time that Barclaycard has recommissioned a celebrity since Rowan Atkinson. It replaced Friends star Jennifer Aniston with Saunders after just one campaign (MW July 7, 2005).
The campaign will focus on the benefits of using a Barclaycard including interest-free periods on purchases and balance transfers and online fraud protection. There are two 40-second TV spots, which will be supported by print advertising.
Gary Twelvetree, Barclaycard brand and advertising director, says it has focused on rebuilding its products and marketing strategy and this is reflected in its new positioning.
He believes the campaign will stand out against its rivals, which all have similar advertising. He says: “You wouldn’t know the difference between one brand and another. It is only when you put Barclaycard in the middle do you know where that advertising has come from and why. There is very little other emotionally engaging advertising [within the credit card sector].”
Earlier this year, Barclaycard launched Breathe, which is positioned as the UK’s first “green” credit card, and it is launching OnePulse, a combined credit and Transport for London Oyster card next month, which will be supported by a £4m campaign focused on the Capital.
It has also rebranded its Barclaycard Premiership card as Barclaycard Football. Twelvetree says there are more developments in the pipeline.