2023

Barclays - Barclaycard

Strategy | Design | Animation

DMA

Amidst the financial concerns of Gen Z, this project aims to encourage school leavers to consider owning a credit card as a step towards financial independence. Addressing their apprehensions towards Barclaycard ownership and building trust with the bank are key objectives. The goal is to convey Barclays' support in helping Gen Z achieve their dreams while navigating the complexities of financial planning.

Phase 1:

How to #Slay

Generate awareness and anticipation

Phase 2:

Start to #Slay

Connect and build trust with the audience

Phase 3:

Share your #Slay

Foster community engagement and credibility

Phase 4:

What a #slay

Inform and educate the target market

From personalized vision boards to customizable Barclaycards and Filters, we're guiding them towards financial independence. Success stories and social proof campaigns build trust and credibility. As we educate in the final phase, with pop-ups and content and micro-influencers making financial milestones feel within reach. Barclays is not just a bank but a partner, helping Gen Z live for today while slaying ambitious financial goals. #SlayWithBarclays

Execution