Hope&Glory’s ‘Hands, sands and wristbands’ campaign to increase the usage of Barclaycard contactless payments had three strands. ‘Smart Ass: the Contactless Donkey’ saw Dillon the Donkey offering rides on Blackpool beach wearing the world’s first contactless saddle, equipped with a Wi-Fi point and a contactless card reader.
Next up the agency hijacked Transport for London’s PR activity around the roll-out of contactless travel and made sure Barclaycard was at the centre of media coverage by handing out 10,000 payment wristbands to London commuters. This coincided with a news story about how the bPay band can avoid ‘card clash’. Lastly, to deliver a buzz during the festive period, the agency developed the world’s first ‘payment gloves’ for shoppers, enabling them to purchase their gifts faster.
The campaign generated more than 350 pieces of coverage across news and lifestyle media, including high-profile interviews with Barclaycard’s CEO. It also beat the target for the number of journeys on TfL paid for using a Barclaycard, and triggered commercial enquiries from fashion labels and mobile handset manufacturers to the Barclaycard sales team.
Clever creative, making something from nothing. Delivered against objectives. Great impact
Sian Boisseau, Golin Health
Highly Commended
MoneySuperMarket’s #EpicStrut; Lansons for MoneySuperMarket
Finalists
Return of the Green Cross Code Man; Cow for MORE TH>N Insurance
Tackling the Great British Money Taboo; Headland for Legal & General
Barclaycard Smart Ass: the Contactless Donkey; Hope&Glory and Barclaycard
