Barclays - Barclays Customer Acquisition Campaign
By integrating a mobile game with movie-related questions, Barclays tapped into the interests of teenagers, making banking services more appealing to a younger audience.
The SMS game achieved a 157% rise in student account applications during the campaign, demonstrating effective engagement with the teenage demographic.
Teenagers aged 14 to 17, aiming to introduce them to Barclays' youth banking services.
TARGET AUDIENCE
About the
Campaign -
By integrating a mobile game with movie-related questions, Barclays tapped into the interests of teenagers, making banking services more appealing to a younger audience.
Core Theme of the Campaign -
1. Youth Engagement: Barclays recognized the importance of engaging younger customers early on, using an SMS-based movie trivia game to make banking fun and relevant.
2. Hyper-Local Targeting: To maintain a physical presence in communities despite branch closures, Barclays established Local sites in places like town halls and community centers, ensuring continued access to banking services.
3. Customized Messaging: Both campaigns utilized tailored messaginge�movie trivia for teens and community-specific information for local residentse�to effectively communicate with their respective audiences.
4. Multi-Channel Approach: The youth campaign leveraged SMS and web platforms, while the hyper-local campaign used geo-targeted social media, local press, and out-of-home advertising to maximize reach.
5. Incentivized Participation: Offering prizes, such as a trip to Hollywood for the youth campaign and increased awareness of local services for the community campaign, motivated customer engagement.
6. Data-Driven Strategies: Barclays employed data analysis to identify high-opportunity locations for the hyper-local campaign, ensuring resources were focused where they could have the most impact.
7. Collaborative Development: The youth campaign was developed in collaboration with marketing communications agency Haygarth Digital, ensuring expertise in reaching the teenage demographic.
8. Measurable Outcomes: Both campaigns reported significant results, with the youth campaign increasing student account applications by 157% and the hyper-local campaign boosting walk-ins by 24%, demonstrating the effectiveness of targeted marketing strategies.