Barclaycard’s online and mobile-based offers service Bespoke Offers is looking to raise awareness of the brand and its personalised approach to the offers sector with a national TV campaign focusing on the idea that customers can find their ‘perfect match’ using the service.
Breaking today (Friday 27 June), the campaign, created by BBH, will run for three months across the Sky Network, also using Sky and ITV on-demand platforms as well as 4OD. A print campaign, executed by Rapp, will feature in national daily press, regional press and select passion point media, with an outdoor campaign in London and the South region.
The work focuses on two key categories for the site, fashion accessories and technology, and shows customers in love with their purchases secured thanks to offers on the site. The first spot sees a girl swooning over her perfect partner – a handbag - and the second sees a male protagonist serenading his match which, it transpires, is a tablet he secured at a lower price.
Bespoke Offers marketing director, Stuart Beamish, said after a “great launch last year” the service is now looking to build “greater emotional warmth and resonance” through the campaign. The brand has also invested in a social media ‘war room’ that will create branded content relevant to the news agenda picking up on the same theme.
Planned and bought by Maxus, the Bespoke Offers campaign marks the first time Barclaycard has used a performance buying model with media owners, with those including the Sky broadcast network being remunerated on the basis of Bespoke Offers registrations.