Music mogul Simon Cowell has taken his tried and tested talent show formula to the one global market yet to be conquered – Antarctica.
Receiving an unsurprisingly frosty reception, Cowell braved the elements in a bid to tout Barclaycard’s Repayment Calendar service.
The nationwide campaign is scheduled to run for the next six weeks across out-of-home, TV, social, radio and the web with Barclaycard jokingly describing the repayment tool as making as much business sense for the bank as a South Pole talent contest would for Cowell.
Alex Naylor, UK marketing director at Barclaycard, said: “This campaign shows not only how serious Barclaycard is about helping customers to pay less in interest and clear their balance more quickly, but also in educating consumers about their finances.
“By working with Simon and engaging with consumers across multiple channels, we hope to drive conversation and help people better manage their finances. We’re thrilled that one of the world’s most recognisable and popular businessmen has collaborated with us for this campaign.”
Barclaycard handed its creative account to Droga5 last year.