Brand integration in TV has been allowed for years in the UK. TV programmes made for UK audiences can have brand content or product placements as long as they comply with the rules set by Ofcom, the UK communications regulator, which set out what type of products can be featured in programmes, where product placement is allowed, and how brands can be featured.

The Barclays Spirit of the Game Heroes campaign was social in nature so all of the seven film episodes were launched through Barclays own Facebook page. In the UK non-broadcast marketing communications is self-regulating, with standards mandated by The CAP Code, and independently administered and enforced by the Advertising Standards Authority (ASA).

The values, which underpin a business and the role it plays in society, are fundamental to how a brand’s perceived. In the wake of Libor, Barclays redefined its purpose: ‘Helping people achieve their ambitions - in the right way’, reflecting the brand’s core values: Respect, Integrity, Service, Excellence, Stewardship.

Insight revealed media backlash was also a challenge for the image of football, which, although popular, is often marred by negative coverage despite fan’s desire to hear about football’s positive impact.

Barclays Premier League (BPL) - its largest, most high profile sponsorship - offered a unique opportunity to create a meaningful connection with consumers based on the importance of values. Barclays could achieve a significant brand impact by increasing reputation scores by 5%.

Barclays seized this opportunity to communicate its Purpose and Values with Spirit of the Game Heroes showcasing football club-relevant stories telling the positive impact of the BPL.

We celebrated seven of the best of our Spirit of the Game (SOTG) Heroes (though short, documentary-style films) whose dedication on and off the pitch embodied Barclays’ Purpose and Values. Their relatable, authentic stories stimulated social media conversation.

We engaged BPL clubs to find our Heroes and showcase their films to Barclays’ existing 3.3m Facebook football communities. Films were also promoted editorially through BPL club social and digital channels.

We released films to coincide with relevant BPL matches. A social media campaign harnessing Twitter and Facebook delivered organic reach by targeting club and fan communities, and social influencers.

We needed a way to make Barclays’ new brand Purpose and Values authentic for a football audience and translate what this means in a narrative and with language that is relevant to football fans.

The solution was ‘Championing the True Spirit of the Game’ - an integrated campaign which focuses on the passion which unites a global football community through sharing stories of dedicated individuals on and off the pitch whose actions embody Barclays’ Purpose and Values, and who inspire and assist football fans to achieve their ambitions in the right way.

The campaign allowed us to cut through the negative media narrative in banking and in football, and engage directly with fans on social media and offered relatable, authentic stories that stimulated conversation across the football community.

SOTG Heroes became Barclays’ most engaging social media campaign;

• Total Facebook video views: 6,828,080 (average per film: 975,440)

• Driving over 80% positive sentiment

• Endorsed and shared by 40+ Twitter influencers

Reputation scores increased;

• Trust uplifted by 10%

• Warmth increased by 6%

• Consideration raised by 9%

Association with Values increased;

• Respect received a 10% uplift

• Integrity raised by 4%

• Service raised by 10%

• Excellence increased by 9%

• Stewardship up 8%

Brand advocacy also raised 11%

Barclays Premier League (BPL) – Barclay’s largest, most high profile sponsorship - offered the bank a unique opportunity to create a meaningful connection with consumers based on the importance of values. Barclays could achieve a significant brand impact by increasing reputation scores by 5%.

Barclays seized this opportunity to communicate its Purpose and Values with Spirit of the Game Heroes showcasing football club-relevant stories telling the positive impact of the BPL.

We celebrated seven of the best of our Spirit of the Game (SOTG) Heroes though short, documentary-style films. Their relatable, authentic stories stimulated social media conversation.

We engaged BPL clubs to find our Heroes and showcase their films to Barclays’ existing 3.3m Facebook football community. Films were also promoted editorially through BPL club social and digital channels.

We released films to coincide with relevant BPL matches. A social media campaign harnessing Twitter and Facebook delivered organic reach by targeting club and fan communities, and social influencers.