{"id":21961,"date":"2026-10-21T16:04:56","date_gmt":"2026-10-21T15:04:56","guid":{"rendered":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=21961"},"modified":"2026-10-21T16:04:56","modified_gmt":"2026-10-21T15:04:56","slug":"barclays-direct-investing-helps-people-make-a-good-move","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/barclays\/barclays-direct-investing-helps-people-make-a-good-move","title":{"rendered":"Barclays Direct Investing helps people\u00a0 make a \u2018Good Move\u2019"},"content":{"rendered":"<div class=\"lazyblock-text-full-width-Z15bDN0 wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Our new Barclays Direct Investing campaign, \u2018Good Move\u2019, reinforces its commitment to help more people invest in order to close the UK\u2019s investment gap.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">The integrated campaign highlights Barclays Direct Investing\u2019s award-winning platform &#8211; and demonstrates how the bank helps customers invest with confidence to reach their long-term financial goals.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Recent research from Barclays found that low fees are the single most important factor when choosing an investment service, cited by 39% of UK adults. We created the campaign around a confident, straightforward tone that pairs the platform\u2019s accolades with its no-monthly-fee proposition.<\/span><\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-video-ZpFwNS wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/1237903730?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-J1QIB wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Directed by Andreas Nilsson through Biscuit in collaboration with Girl&amp;Bear, the hero film follows a bowler navigating an impossible split, taking a moment to check his account before making a perfectly calculated strike.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Beyond TV, the campaign spans social, print, OOH, radio, and digital channels. We also created a new vodcast series for Barclays that links everyday analogies and behavioural psychology to investing, helping people make better financial decisions more often. Girl&amp;Bear produced the OOH and radio work, our digital experience agency Bernadette created digital banners and social assets, and VCCP Social Club developed the vodcast. Media was delivered by OMD, with Oliver producing performance assets.<\/span><\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"364\" src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/10\/google-docs-image-11-1024x364.jpg\" alt=\"Woman polishing a bowling shoe behind a counter lined with rental shoes in a retro bowling alley.\" class=\"wp-image-21963\" srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/10\/google-docs-image-11-1024x364.jpg 1024w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/10\/google-docs-image-11-300x106.jpg 300w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/10\/google-docs-image-11-768x273.jpg 768w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/10\/google-docs-image-11-1536x545.jpg 1536w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/10\/google-docs-image-11.jpg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n<div class=\"lazyblock-text-full-width-ZC2rg8 wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p style=\"text-align: left;\"><span style=\"font-weight: 400;\">The campaign comes at a time when personal investing is entering the national conversation. It builds on momentum from the industry-led Invest for the Future initiative, which aims to reshape how investing is understood across the UK.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">&#8220;We know that confidence remains one of the biggest barriers preventing people from investing. &#8216;Good Move&#8217; is designed to challenge that by showing that investing doesn&#8217;t have to feel complicated, and that choosing who to invest with can be a straightforward decision. As Barclays works to help more people invest and close the UK&#8217;s investment gap, this campaign is an important part of bringing that ambition to life.&#8221;\u00a0<\/span><\/p>\n<p style=\"text-align: left;\"><i><span style=\"font-weight: 400;\">Simon Groves, Group MD of Brand, Creative and Media at Barclays<\/span><\/i><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">&#8220;The investing world can feel confusing and exclusive. We worked with Barclays to create a campaign that aims to simplify the endless choices and make you feel like you&#8217;ve made a Good Move &#8211; by investing in an award winning platform with no monthly fee. So you can know that everything is all in hand. Including a bowling ball.&#8221;\u00a0<\/span><\/p>\n<p style=\"text-align: left;\"><i><span style=\"font-weight: 400;\">Yan Elliott, Creative Director at VCCP<\/span><\/i><\/p>\n  <\/div>\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":77,"template":"","class_list":["post-21961","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988","10111","14075","20577"],"client_id":"20114","hero_video":"","hero_image":{"ID":21962,"id":21962,"title":"Barclays Direct Investing campaign, VCCP","filename":"google-docs-image-20.png","filesize":2087648,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/10\/google-docs-image-20.png","link":"https:\/\/www.vccp.com\/uk\/work\/barclays\/barclays-direct-investing-helps-people-make-a-good-move\/attachment\/google-docs-image-20","alt":"A man holding a transparent bowling ball with a blue flower in the centre","author":"77","description":"","caption":"","name":"google-docs-image-20","status":"inherit","uploaded_to":21961,"date":"2026-10-20 11:49:25","modified":"2026-10-20 13:34:30","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":720,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/10\/google-docs-image-20-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/10\/google-docs-image-20-300x113.png","medium-width":300,"medium-height":113,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/10\/google-docs-image-20-768x288.png","medium_large-width":640,"medium_large-height":240,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/10\/google-docs-image-20-1024x384.png","large-width":640,"large-height":240,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/10\/google-docs-image-20-1536x576.png","1536x1536-width":1536,"1536x1536-height":576,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/10\/google-docs-image-20.png","2048x2048-width":1920,"2048x2048-height":720,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/10\/google-docs-image-20.png","Header-width":1920,"Header-height":720,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/10\/google-docs-image-20-720x720.png","Square-width":720,"Square-height":720}},"meta-title":"Barclays & VCCP Launch \u2018Good Move\u2019 Campaign Directed by Nilsson","meta-description":"Tackling the UK's investment gap, Barclays Direct Investing offers no monthly platform fee and confidence-boosting resources to help everyday investors succeed.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/10\/google-docs-image-20.png","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":21640,"post_author":"78","post_date":"2026-08-12 08:44:52","post_date_gmt":"2026-08-12 07:44:52","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eOur 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.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"ZQx3Mh\",\"blockUniqueClass\":\"lazyblock-text-full-width-ZQx3Mh\"} \/-->\n\n<!-- wp:image {\"id\":21641,\"sizeSlug\":\"large\",\"linkDestination\":\"none\",\"align\":\"center\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Screenshot-2026-08-11-at-18.24.20-1024x574.png\" alt=\"A happy grandad with stickers on his face, part of Barclay's Premier by VCCP\" class=\"wp-image-21641\"\/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eOur new campaign, 'Be a step ahead with Barclays Premier', targets the mental load many people face when managing busy family and work lives. 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