Barclaycard pushes ‘bPay’ range of wearable payment devices

Barclaycard has begun an integrated campaign across OOH, digital, social media and PR to push its newly expanded range of ‘bPay’ wearable payment devices.

Launched last year the contactless payment clothing range is being touted as a ‘touch and go’ service for people in possession of one of a customised wristband, fob or sticker issued by the bank.

The three-month campaign has been conceived by AKQA and will debut at key commuter sites in London with a series of bus wraps, digital six sheets and underground station ticket takeovers announcing the range to the travelling public.

These will all communicate the ‘Wear it. Clip It. Stick It’ message to illustrate how the devices can seamlessly integrate with everyday life, highlighting Transport for London’s early adoption of such technology to speed up travel.

Katherine Whitton, chief marketing officer for Barclaycard, says: “At the heart of our campaign is a focus on raising awareness of bPay, and demonstrating the benefits of wearable devices for everyone, which provide consumers with choice, control and flexibility when it comes to making payments. We’ve created bPay as a sub brand, leveraging the heritage and innovation credentials of Barclaycard, and with a playful and distinctive look and feel, it’s been designed to appeal to a new generation of contactless payers.”

The campaign is set to go nationwide from 6 July.

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