Helping Families Stay a Step Ahead with Barclays Premier
Our latest work for Barclays disrupts category norms for banking campaigns by focusing on the real, day-to-day pressures of modern life and showcasing how genuine financial support can ease that burden, rather than leaning heavily on flashy perks and quick rewards.
Our new campaign, 'Be a step ahead with Barclays Premier', targets the mental load many people face when managing busy family and work lives. Rather than pushing surface-level extras, it spotlights how practical guidance - like free personalised financial planning and preferential mortgage and savings rates - can give people true peace of mind.
To capture this emotional benefit, the main film shows a grandfather happily navigating a crowded commute with his granddaughter perched on his shoulders, sticker-covered and smiling, capturing the simple joy of early retirement and being present for family moments.
Alongside the TV execution, the campaign also spans out-of-home, press, radio, social, and in-branch channels, bringing to life relatable goals like buying a home, launching a business, or planning a wedding.
"Mass Affluent audiences are battling a high mental load and stresses of modern life. Barclays Premier combines expert support, personalised financial planning and exclusive benefits to help customers cut through the complexity. Our new omni-channel campaign brings to life the emotional benefit of being a step ahead; confidence, peace of mind and freedom in knowing you’re ready for life’s biggest moments. By reflecting real customer ambitions, we show how Barclays Premier can help people focus less on financial worries and more on what matters most. We want to help more customers feel confident about what is coming next, and to be a step ahead."
Inderjit Bassi, Chief Marketing Officer at Barclays UK
"Many people feel like they should be better off, but in reality they are feeling financially squeezed and anxious. By making the most of an actionable financial plan, through Premier, Barclays wants to reduce the overwhelm and set them up, and those close to them, for a better future. That's the kind of future Barclays is backing."
Yan Elliott, Creative Director at VCCP