redinc.
Barclays and Barclaycard
Making ‘contactless’ streetwise
Making ‘contactless’ streetwise
Barclays and Barclaycard turned to Red to dramatically energise the mass awareness campaign for contactless payment technology.
The companies wanted to get the message across to retailers and consumers alike that contactless payment was quicker and simpler and also win a leadership position on the technology.
The main challenge for us was that the technology had already launched and was in use, meaning that a new reason for the story to re-emerge was needed.
We did this through a range of tactics...
Through conducting research, we exposed a new consumer insight that revealed how long people would queue for before quitting the line. Our ‘Frustration Nation’ report provided a news angle to bring the story to public attention as well as gave Barclaycard and Barclays a hook into the UK economy and what impact faster payments could make in making purchases easier.
We then looked further into the social impact of contactless technology by exploring those people that could rely on it for their livelihood. The concept of the World’s First Contactless Busker was born with our busker refusing to take spare change but able to access contactless payments via a guitar converted into a contactless payment device.
We also ran a busy press office, building the companies’ leadership position and engaging with retailers to promote benefits of technology and partnerships.
The campaign successfully raised awareness of the case for contactless technology through well messaged coverage across a range of media.
119 articles were achieved by the Frustration Nation and Contactless Busker tactics plus the press office activity generated on average 10 pieces of coverage per month.
86% of Contactless Busker articles included at least two agreed messages and 70% mentioned the benefits of contactless technology (i.e. making payments quicker and easier).
The companies wanted to get the message across to retailers and consumers alike that contactless payment was quicker and simpler and also win a leadership position on the technology.
The main challenge for us was that the technology had already launched and was in use, meaning that a new reason for the story to re-emerge was needed.
We did this through a range of tactics...
Through conducting research, we exposed a new consumer insight that revealed how long people would queue for before quitting the line. Our ‘Frustration Nation’ report provided a news angle to bring the story to public attention as well as gave Barclaycard and Barclays a hook into the UK economy and what impact faster payments could make in making purchases easier.
We then looked further into the social impact of contactless technology by exploring those people that could rely on it for their livelihood. The concept of the World’s First Contactless Busker was born with our busker refusing to take spare change but able to access contactless payments via a guitar converted into a contactless payment device.
We also ran a busy press office, building the companies’ leadership position and engaging with retailers to promote benefits of technology and partnerships.
The campaign successfully raised awareness of the case for contactless technology through well messaged coverage across a range of media.
119 articles were achieved by the Frustration Nation and Contactless Busker tactics plus the press office activity generated on average 10 pieces of coverage per month.
86% of Contactless Busker articles included at least two agreed messages and 70% mentioned the benefits of contactless technology (i.e. making payments quicker and easier).
