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.
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I think it’s quite brave of Barclaycard to release such an expensive ad considering the times we are in. Having said that, I like the creative idea and the execution. I think the ad would appeal more to a younger generation which may be why Barclaycard have chosen to direct potential customers to their facebook page and supporting the campaign with an iPhone app.
ReplyDeleteI think that having the iPhone app game linked with the ad is a good idea in theory and will more than likely appeal to a younger generation but, in terms of advertising, I really don't know if it's a strong enough tool to drive consumers to action to actually become a Barclaycard user. There's a risk it could be nothing more than a gimmick but I suppose that if it gains exposure for the brand it could be a useful branding exercise.
ReplyDeleteI really like the ad, as it's creative and fun. Although it isn't a traditional banking ad, it seems that banks have had to react to the Halifax ads, which are distinctive and different. Only time will tell whether or not it is worth the investment for Barclaycard.
ReplyDeleteNice posting Conor. I like the BBH idea of the escapism, and the creative rocks! I just don't know how much longer they can stick with the concept before it gets old and boring. They should retire the idea after this one. Anywhoo, that's my two cents for what it's worth (which is nothing!!).
ReplyDeleteAlthough this advert is fun and captures an audience’s attention, I don’t know how relevant it is to the service Barclay card provides. I found it quite similar to the Miller and the Guinness ad’s which bring you on a comparable journey and I think the company’s may be lost on the audience. Although it brings a new light to this service, I think their budget could have been used more effectively.
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