Barclaycard: Put it away Bough - IPA Effectiveness Awards Case Study 1996

Brief Description: Gold and Charles Channon winner. 1991-1995 campaign with Rowan Atkinson. Problem of maintaining share and gaining new users after card's re-launch in 1990 with annual fee. With a spend of £41.8million for the period of 1991-1995, 14 TV films were made covering 8 different product benefits. Very good response to advertising and changes to perception of the brand. (Millward Brown). Share increased in competitive market with advertising helping to strengthen the brand ;---(TAGS)--- Full Title: Barclaycard : 'put it away, Bough' ; Number: 1996/311 ; Brand Name: Barclaycard ; Client: Barclaycard ; IPA_ProductCoding: Financial Services (Plastic cards - credit, debit, store) ; Agency: BMP DDB ; Author: Paul Feldwick, Sarah Carter, Louise Cook ;