Advertising & Promotion: Barclaycard ad boost

Barclaycard is to increase its above-the-line budget by pounds 10m to pounds 25m to defend its leadership of the UK credit card market, while repositioning the brand as a credit card for everyday spending.

Barclaycard is to increase its above-the-line budget by pounds 10m

to pounds 25m to defend its leadership of the UK credit card market,

while repositioning the brand as a credit card for everyday

spending.



The initiative, which follows the axing of Barclaycard’s popular and

long-running campaign starring Rowan Atkinson, is recognition that the

brand is no longer unassailable, following the growth of new credit card

brands offering low interest and money-off loyalty schemes.



The marketing blitz, carrying the line ’Don’t put it off, put it on

Barclaycard’, will be used to position Barclaycard as a broad payment

brand to be used for small domestic purchases as well as large ones.

This marks a distinct break with past campaigns, which had highlighted

international acceptance of the brand and promoted its added benefits,

such as travel insurance.



Paul Parmenter, marketing director for Barclaycard, said the change in

strategy was essential to keep up with the competition. ’Credit cards

are a much more everyday way of paying for things. The issue of

protection has become less relevant.’



Parmenter said the strategy would be a base from which the company could

expand beyond the credit market. He did not rule out the launch of

Barclaycard-branded electronic cash cards based on the Visa Cash

system.



The new TV press and poster campaign, through BMP DDB, replaces Latham

and his sidekick, Bough, with unknown actors.



The ads show what could happen when consumers put off everyday purchases

which could have been made by using their Barclaycard.



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