BUILDING A NEW SOCIAL PROPERTY
Barclays wanted to help young people get on the property ladder. But the help wasn't helping. By persuading the bank to travel down a different road we crafted branded programming that was full of feelings, not only facts.Learning to ask questions
Barclays came to us with three different challenges - they wanted to get more hero content out faster. They wanted to improve brand consideration – changing the way people "feel about the bank". And they wanted to convince stressed first-time buyers that help – and hope – was out there. The original brief was to provide 'help content' that could better explain all the ways the bank was there to assist young movers. But our insights revealed that rather than rush to supply rational answers, the bank could better show they cared by taking time to ask the right questions. To get out of the London bubble and speak to the target audience.Making it sticky
Rather than spending money on focus groups – our idea was to turn conversations with consumers into hero content itself. We called it Barclays Street Talk. Creatively, we believed a brand-recessive film format that could host diverse voices would be more shareable and "sticky". But on a pragmatic production level, Street Talk was designed as a low-cost, fast-to-market franchise that the bank could own and use on any number of money subjects. First topic - how do young people go about navigating a difficult property market? It was the right message – all it needed was the right messenger. Enter Kerry.Hitting the road
Presenter Kerry Boyne, 34, wanted to move out of her mum's place and buy her own home. But she didn't know how. Because Kerry was in the same position as her audience her quest for answers felt authentic. However, to make the most of peak interest in homeownership around the end of the year, her quest had to be completed in seven days – from internal kick-off to completed shoot. Drawing on all our production expertise we quickly mapped out a journey for Kerry across the UK using a red electric van. She spoke to first-time buyers, renters, movers, and owners from Birmingham to Margate. The result was a 22-minute film shot for half the cost of a similar scale TV show. The hero film was then cut into a suite of unskippable short formats and supported with a second social franchise called "Worth Every Penny" that celebrated all the eccentric reasons Britons want a place to call home. The result was a campaign that boosted Barclays' brand consideration by 13% to date, said IPSOS MORI."It was filmed in one week for half the cost of a similar terrestrial TV show"
Redwood created additional talking points for social media
Redwood created additional talking points for social media
