Cannes Lions

BARCLAYS BANK

STARCOM UK GROUP, London / BARCLAYS / 2004

Awards:

1 Shortlisted Cannes Lions
Presentation Image

Overview

Entries

Credits

Overview

Execution

Using ‘filtered targeting’ we tailored the creative according to which country the site was being viewed from. On UK re-settling sites, we filtered out all the UK users, targeting only the, ‘Inpatriates’ looking at that site from abroad, with a message that read 'Moving to UK?' On foreign newspaper sites we filtered out all the domestic internet users, targeting only ‘Inpatriates’ viewing the sites from the UK. The message here was: 'Moved to the UK?'

Outcome

• The campaign achieved 95% less wastage than the most effective alternative medium, airport posters. • 50% more ‘Inpatriates’ clicked through to the website than forecast. • Creating a 15% sales uplift year on year.

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