FAKE? NO FAKE! by Arthur Schlovsky for Barclays Bank

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FAKE? NO FAKE!

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Industry Banking
Media Promo & PR, Case study
Market France
Agency Arthur Schlovsky
Director Cedric Barus, Philippe Savine
Creative Director Franck Botbol, Hugues Cholez
Art Director Mathieu Lopato
Released March 2010

Credits & Description

Category: Financial Products & Services
Advertiser: BARCLAYS FRANCE
Product/Service: PREMIER BANKING SERVICES
Agency: ARTHUR SCHLOVSKY
Date of First Appearance: Mar 31 2010 12:00AM
Entrant Company: ARTHUR SCHLOVSKY , Paris, FRANCE
Entry URL: http://www.dailymotion.com/video/xd36gk_case-study-barclays-premier-life_creation
Creative Director: Franck Botbol (Arthur Schlovsky)
Creative Director: Hugues Cholez (Arthur Schlovsky)
Film Director: Nicolas Hourès
Director: Cedric Barus (Caporal Films)
Director: Philippe Savine (Caporal Films)
Film Producer: Serge Pauchard (Arthur Schlovsky)
Web Producer: Laure Mallet (Arthur Schlovsky)
Art Director: Mathieu Lopato (Arthur Schlovsky)
Media placement: Rich Media - LeMonde.fr, NouvelObs.fr, Figaro.fr, - 31/03/2010
Media placement: Synchronised Takeovers - Dailymotion, Youtube - 31/03/2010
Media placement: Emailing - AB + Emailing - 31/03/2010
Media placement: Website - Http://www.barclays-Premier-Life.fr - 31/03/2010

Results and Effectiveness
Over 1 million video views in 2 weeks; Hundred of financial / business blog posts; Massive TV coverage; and 4,500 premium account openings!

Creative Execution
Launch the ‘Fake? No Fake!’ strategy. Create the very first fake-financial-viral-branded-content-ad that targets the decision makers and make it accessible for the target. In addition to ‘fake/no fake’ banners displayed on financial websites and AB+ emailings, set up a partnership with the most popular video platforms like YouTube and Dailymotion and create animated fake takeovers synchronised with the viral movie. Check the case study movie here : http://www.dailymotion.com/video/xd36gk_case-study-barclays-premier-life_creation

Insights, Strategy & the Idea
Question: how to promote the new Barclays premium offer and drive subscriptions amongst decision makers in a very competitive environment and within a limited budget ? Answer: consider AB+ as ‘regular human beings’, likely to be seduced and convinced by an innovative and second degree online approach. Target AB+ favourite websites and use viral and buzz marketing gimmicks to amplify the communication.