Barclays 
'We're in business to help take care of yours'.

A pitch winning B2B campaign that ran over press and DM aimed at small business owners. These ads targeted the medical profession (private clinics), legal profession (law firms) and trade sector (independent carpenters, brickmasons and construction firms).

 

The big idea: ‘We’re in business to help take care of yours’. Used the insight that small business owners are experts in their chosen field, but they are not always experts at the financial running of their business. That’s where Barclays step in.

 

The copy shows understanding of the target audience and thus strikes an emotional chord. Whilst informing them that whatever their business is, Barclays Business services can help them succeed.

​

The medical sector ad, shares an in joke with the target audience. As doctors would instantly recognise not knowing a 'gluteus maximus from a cubitus' translates as the phrase 'not knowing your arse from your elbow'. I was pleased I managed to sell this into the client and they were brave enough to run it.

​

The medical sector direct mailer sent out to private clinics included a real x-ray. Recognising them as the experts in their field in a memorable way - whilst informing them that Barclays may not be able to medically diagnose but they can certainly help your finances look a lot healthier.