Trust Anchor: Driving digital adoption amongst the ultimate resistors

Client: Barclays UK

Barclays’ ‘Trust Anchor’ campaign used a combination of radio, press and in-branch activity to tackle long-standing resistance to digital and mobile banking amongst a steadfast group of 55+ customers, by encouraging them to use the Barclays App ID and verification feature, for branch or telephone banking transactions, as an entry-level experience to get them started with digital banking.

Taking the insight that these customers lack confidence in technology, we reframed this concern, positioning App ID as an additional layer of certainty; the knowledge that no one can impersonate them. The creative idea was ‘Only you can be you’. This neatly summed up the ID verification functionality, combining it with an emotional appeal to customers’ own sense of individuality. ‘Only you’ manifested not just as campaign headline across all our creative assets, but also in the 30” radio ad as the nostalgic and instantly recognisable song lyric. The campaign exceeded expectations with 37.9% incremental app registrations in the first week alone; delivering a CPA 33% better than target overall.