The bank's brand communications team has isolated web marketing as the third key step in its push to boost customers' 'engagement' with the brand.
Following the first phase of TV and press ads detailing Barclays' size and expertise, a microsite has been launched at www.barclays.co.uk/moneytree set around the story told in the TV ads and emphasising Barclays as 'the money experts'.
Phase two of the campaign starts in September with a new TV push, a series of banners and the launch of a deeper microsite, featuring a money tree game that will ask users money-related questions.
Rebecca Richards, Brand communications manager at Barclays, said: "The TV work makes you sit up and listen; the print work gives you reason to believe; and online acts to let customers engage with the brand."
Creative for the online campaign is by Dare, with media buying and planning by Starcom Motive's digital team.