Financial Services - Barclays strums up 'contactless' support

The Red Consultancy was called in by Barclaycard to generate mass awareness of its contactless payment technology.

Barclays: strums up 'contactless' support
Barclays: strums up 'contactless' support

Campaign Making 'Contactless' Streetwise with the World's First Cashless Busker
Client Barclaycard/Barclays
PR team The Red Consultancy; in-house
Timescale August 2010
Budget £75,001-£100,000

Objectives

  • To help promote contactless payment to consumers and retailers
  • To pinpoint Barclaycard/Barclays as the industry leader in contactless payment.

Strategy and plan

Red worked alongside the in-house team to launch a series of news stories, starting with the world's first cashless busker. Professional musician Pete Buffery was commissioned to perform for one day outside one of Barclays' retail partner's outlets, EAT, in London's Soho Square. The contactless technology was incorporated into his guitar and passers-by swiped pre-paid cards, which raised more than £4,000 for the Help a London Child charity. Photo and video opportunities were provided to the media.

Measurements and evaluation

More than 175 pieces of media coverage were generated, including in the Metro, Daily Express and The Mail on Sunday, on BBC Radio Wales and Radio 2, and on the Mirror, The Sun and The Independent online.

Results

There was an 80 per cent rise in transactions during the campaign, which has been shortlisted for a PRWeek Award.

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