Iris Case Studies Celebrating 20 Years of Barclays' Commitment to Football: An Integrated Campaign Case Study

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	Celebrating 20 Years of Barclays' Commitment to Football: An Integrated Campaign Case Study Iris

Celebrating 20 Years of Barclays' Commitment to Football: An Integrated Campaign Case Study

Iris

Applicable Functions	Sales & Marketing
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. Read More
About 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. Read More
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. Read More Log in to view content
Contents

Applicable Functions

Sales & Marketing

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 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.

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.

Impact #1	The integrated campaign successfully celebrated Barclays' 20-year association with football, highlighting its commitment to the sport at all levels, from the Premier League to grassroots initiatives. By focusing on the story of Reece and Lauren James, the campaign was able to humanize Barclays' involvement in football and demonstrate its impact on individual lives. The campaign's tagline, 'For 20 years Barclay’s has been committed to football and it’s still, all to play for,' effectively conveyed the message of Barclays' ongoing commitment to the sport.

Impact #1

The integrated campaign successfully celebrated Barclays' 20-year association with football, highlighting its commitment to the sport at all levels, from the Premier League to grassroots initiatives. By focusing on the story of Reece and Lauren James, the campaign was able to humanize Barclays' involvement in football and demonstrate its impact on individual lives. The campaign's tagline, 'For 20 years Barclay’s has been committed to football and it’s still, all to play for,' effectively conveyed the message of Barclays' ongoing commitment to the sport.

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Overview

Celebrating 20 Years of Barclays' Commitment to Football: An Integrated Campaign Case Study

Operational Impact