Barclaycard’s Rollercoaster, launched Sunday 24 January 2010, is the follow up to its popular Waterslide advert released 2 years previous. The campaign, which was created by Bartle Bogle Hegarty uses the same CGI special effects technology employed in the Spider Man blockbusters. Paul Troy, head of advertising and content at Barclaycard says that the ad is the most technically advanced the card company has ever produced, saying, ‘I think it was quite brave when the financial meltdown happened to keep with the style of creative we have...It feels anti-recessionary even if it wasn’t designed to be’. As budgets for advertising and marketing are often cut during recession, the more savvy companies use it as an opportunity to gain market share. Barclaycard has opted to advertise for maximum memorability, thereby getting more bang for their buck. Rollercoaster also taps into the escapist fantasy genre that becomes so popular during recessionary times. The film, romance and sci-fi literature, and gaming industries have seen their profits rise over the past two years. In line with this, Barclaycard will be launching a ‘Rollercoaster’ iPhone app this coming May as a sequel to its popular ‘Waterslide’ app which has been downloaded 8.5m times to date.
Tuesday, January 26, 2010
Subscribe to:
Posts (Atom)