Barclays puts financial planning ahead of perks

The campaign is based on research suggesting that mental load is a key unmet need among mass affluent customers

Barclays and VCCP have launched a campaign for Barclays Premier that positions personalised financial planning as a way for mass affluent customers to manage financial decisions and prepare for major life goals.

The nationwide campaign, Be a step ahead with Barclays Premier, moves beyond the rewards and perks often used to market premium banking services, focusing instead on financial support including personalised planning and preferential mortgage and savings rates.

Barclays Premier focuses on financial planning

The campaign is based on research suggesting that mental load is a key unmet need among mass affluent customers. Barclays positions Premier as a service designed to reduce financial uncertainty and help customers plan for future ambitions.

The creative features real-life aspirations including early retirement, helping fund a family wedding, building a long-term home and supporting a child’s business. The campaign aims to show how financial planning can help customers prepare for these milestones.

VCCP leads integrated Barclays campaign

The campaign was created by VCCP and spans television, out-of-home, press, audio, social and influencer activity. Born Social is responsible for social and influencer content, while EveryFriday and Oliver produced in-branch and customer communications.

The 30-second hero film was directed by Gary Freedman through MJZ, working with VCCP’s content creation studio Girl&Bear. It opens with a busy commute before following a grandfather carrying his granddaughter against the flow of commuters, illustrating his ability to retire early and spend more time with his family.

Campaign links financial planning to life goals

The film uses the grandfather’s retirement as an example of how Barclays Premier’s personalised financial planning can help customers prepare for their desired future. The campaign was ideated by Tom Dyson and Lance Boreham and overseen by Yan Elliott.

Inderjit Bassi, Chief Marketing Officer, Barclays UK: "Mass Affluent audiences are battling a high mental load and stresses of modern life. Barclays Premier combines expert support, personalised financial planning and exclusive benefits to help customers cut through the complexity. Our new omni-channel campaign brings to life the emotional benefit of being a step ahead; confidence, peace of mind and freedom in knowing you’re ready for life’s biggest moments. By reflecting real customer ambitions, we show how Barclays Premier can help people focus less on financial worries and more on what matters most. We want to help more customers feel confident about what is coming next, and to be a step ahead."

VCCP positions Premier as financial support

Yan Elliott, Creative Director, VCCP: "Many people feel like they should be better off, but in reality they are feeling financially squeezed and anxious. By making the most of an actionable financial plan, through Premier, Barclays wants to reduce the overwhelm and set them up, and those close to them, for a better future. That’s the kind of future Barclays is backing."

The campaign runs nationwide across TV, radio, press, social, in-branch and customer communications, as well as out-of-home advertising and Transport for London.