Story of the film
This film tells us about the Take One Small Step campaign. After two years off air, Barclays launched themselves back onto TV with a charming, quirky series of ads which are all about helping people to take action when it comes to their money. The campaign has been a spectacular success. Hear how television has worked for the brand, particularly in the way the on-air has driven response on line.
‘Take One Small Step’ is a campaign from Barclays that is all about helping people to take action when it comes to their money: taking things one small step at a time. That means they have to talk about specific actions they can take. In essence they are delivering an emotional brand message through a series of tightly defined product messages.
Prior to this, Barclays had been off air for two years, deploying a very rational campaign in press and posters. It was rate led, typical bank advertising. Brand consideration and brand liking had slipped and it was time for a change of direction.
Themes in the film include:
- The insight that underpinned the advertising.
- The need to develop a stand-out campaign amongst financial service advertising.
- Using TV to deliver a permanent, emotional, rational, predisposition for the brand.
- The importance of getting the tone of voice right.
- The need for the advertising to be always on: not to see it with an episodic dalliance with TV but a permanent plank in the way the bank talks to its customers and its potential customers.
- The TV buying strategy and how they managed to maintain consistently large weights on TV and tell the story of the campaign.
- Money comparison sites and the need to be both competitive but also to deliver reassurance, trust and long-term commitment through brand advertising.
- How advertisers can capitalize on the current TV landscape, making the most its great value and also by using the rhythm of the TV calendar.
- The dramatic impact of Barclays return to TV
Appearing on film:
Titles were correct at the time of publish date.
- Sara Bennison, Marketing Communications Director, UK Retail Banking, Barclays
- Phil Georgiadis, CEO, Founding Partner, Walker Media