Barclaycard DM SPIRIT LEVEL by Ballon Dog

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Industry Banking & Financial Services
Media Direct marketing
Market United Kingdom
Agency Ballon Dog
Released November 2010

Credits & Description

Category: Flat Mailing
Date of First Appearance: Nov 1 2010
Entrant Company: BALLOON DOG, Norwich, UNITED KINGDOM
Senior Marketing Planning Manager: Anita Lui Harvey (Barclaycard - GBS)
Marketing Campaign Executive: Dimple Sherghill (Barclaycard - GBS)
Online Marketing Manager: Fiona Clougherty (Barclaycard - GBS)
Marketing Planning Manager: Samantha Fowler (Barclaycard - GBS)
Senior Marketing Manager: Tricia Rogers (Barclaycard - GBS)
Media placement: N/A - N/A - N/A

Describe the brief/objective of the direct campaign.
As part of Barclaycard’s significant investment in the SME channel, the objective of this campaign was to recruit Barclays Bank and Open Market customers to Barclaycard Payment Acceptance by driving leads to the new SME sales team through direct mail and online advertising on the Barclays business banking website.

With a competitive, but not market-leading, transaction rate, the innovative strategy was to offer the target audience a unique flat rate across all transactions. This followed on from research which revealed that many businesses found payment acceptance pricing structures confusing and wanted them to be simpler and more transparent.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
For a time-poor, price-sensitive audience we had to deliver an engaging piece of direct mail that cut through, was benefit-led and immediately communicated the compelling offer. The DM had an overall indicative response target of 300 leads for both Bank and Open Market mailing cells. The projected conversion rate being 25% lead to sale ratio through the sales team.

The impactful ‘spirit level’ concept – and real-size format – literally brought to life the transparency and simplicity of the flat rate proposition. It was also flexible enough creatively to work within the Barclays visual identity for the online aspect of the campaign and still achieve standout. The overall campaign target for DM and Online combined was 600 leads.

Explain why the creative execution was relevant to the product or service.
Why complicate what can be easy? The simple effectiveness of a spirit level is representative of Barclaycard’s brand promise of ‘liberation from complexity’. A straight, flat rate rather than a confusing pricing structure; a clear, clever financial communication rather than a misleading headline rate offset by small print; a life-size format rather than a standard DL piece.

Importantly the comms needed to work across the Barclaycard visual identity in DM and online display formats AND Barclays’ visual identity for online banking environment as banners.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
3,604 small business owner leads from DM and supporting online channels. Together the direct mail and online advertising delivered 500% uplift against the desired campaign response target (3,604 actual V 600 target). DM leads were 117% of target - those directly attributed to coupon and phone responses, but this figure excludes landing page traffic which was considerable.

Conversion rates are unavailable from Barclaycard Payment Acceptance and cannot be directly attributed to any specific campaign (a back-end results problem being rectified for future campaigns).