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Celebrating 20 Years of Barclays' Commitment to Football: An Integrated Campaign Case Study
Applicable Functions
- Sales & Marketing
The Challenge
Barclays, a multinational investment bank and financial services company, has been a long-standing sponsor of football, with a 20-year history of supporting the sport. The challenge was to celebrate this milestone and highlight Barclays' ongoing commitment to football, including its title sponsorship of the Barclays Premier League and the Barclays FA Women’s Super League, as well as its involvement in grassroots initiatives nationwide. The campaign needed to not only reflect on the past two decades but also look forward to the future of Barclays' association with football.
About The Customer
The customer in this case is Barclays, a British multinational investment bank and financial services company. Barclays has a long history of supporting football, having been a title sponsor of the Barclays Premier League for 20 years. The company also sponsors the Barclays FA Women’s Super League and is involved in grassroots football initiatives across the country. Barclays is committed to promoting the sport and its positive impact, and this campaign was an opportunity to celebrate its 20-year association with football.
The Solution
An integrated campaign was launched in 2021 to commemorate Barclays' 20-year journey with football. The campaign centered around a 30-second hero TV ad that told the story of two siblings, Reece and Lauren James, both of whom are football players for Chelsea F.C. in the Premier League and Barclays FA Women’s Super League respectively. Their story was chosen as it perfectly encapsulated Barclays' 20-year commitment to football. A longer 3-minute documentary film was also produced, featuring the siblings' father taking viewers through their journey with football. The campaign was extended to social media, online, and radio advertising, ensuring a broad reach.
Operational Impact
