Barclays 'build your bank' initiative asks consumers for ideas

Barclays: launches Your Bank initiative next week
Barclays: launches Your Bank initiative next week

Barclays is launching a marketing drive that encourages consumers to share ideas about how it can improve its everyday banking services.

The 'Your Bank' initiative will invite members of the public, including non-Barclays customers, to help influence new products, digital banking tools, and in-branch experiences.

A campaign, rolling out on Monday 9 September, will attempt to raise awareness of the scheme and drive visitors to a 'Your Bank' online hub using an ear-themed creative.

Print, outdoor and digital ads, by BBH, will ask a series of questions designed to spark discussion and ideas. The questions include, "Your Bank. How can we save you time and not waste your time?" and, "Your branch. What would you change about yours?"

Each ad will carry the endline, "Share your ideas and help us build Your Bank at www.barclays.co.uk/yourbank ."

Red Bee Media will produce a series of online films to show how ideas are being used to improve everyday banking experiences. Media planning and buying for the campaign has been handled by Maxus, with Dare responsible for digital and social-media activity.

Purposes and values

The bank switched its UK retail marketing strategy earlier this year, using recent ad campaigns to showcase products it has launched as a result of "listening to its customers" and recognising their "financial dilemmas".

Sara BennisonIt comes as Barclays seeks to instil a new set of "purposes and values" on the back of several major scandals, and "rebuild trust" in the bank.

Sara Bennison (right), marketing director for Barclays Retail, said the bank wants to do a more "transparent job" of feeding customers’ ideas into its business.

She added: "The 'Your Bank' platform represents a very public commitment to listening to our customers and showing how we are going to act on change, big and small, which can make their lives easier.

"The campaign, which takes the platform from beta to full launch, has a bold visual approach to demonstrate listening and is unafraid to ask provocative questions to demonstrate we really do want to hear."

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message