To generate awareness, excitement and engagement among consumers and encourage them to enter the Barclays Business ‘Take One Small Step’ competition.
With research showing us that people were finding it difficult to start up or expand their business in the aftermath of the recession, it was a crucial time to drive this initiative forward. Together with our media partners, we needed to offer aspiring and existing entrepreneurs a financial support solution. Teaming up with Global Radio and Newslink guaranteed us regional coverage across the UK.
The Barclays Business ‘Take One Small Step’ competition aimed to help people get their business idea off the ground or take their existing business to the next level. In line with these aims, Barclays awarded £50,000 to the best business idea within nine UK regions. A panel of Barclays experts picked a shortlist in each region with the general public voting for their favourite. Working with Barclays Business Managers, the winner was then able to make the best use of the money to boost their business idea. A further £50,000 was distributed among the runners-up and winners of the ‘Special Awards’ at a gala dinner.
High-frequency airtime supported by breakfast promotions and station-led advertorials ran across 32 stations and Newslink to promote the campaign. Using a variety of formats allowed us to maximise engagement and involvement at key phases of the campaign – recruit, reveal, vote.
We also amplified the campaign by mobilising our own connections with local businesses in the community. On-air features provided local, real-life stories of other small businesses in the area and canvassed and promoted the shortlist entries. Using local voices to illustrate credible real-life experiences helped to make a connection with ‘people like me’ that our listeners could relate to. To deliver a visual presence to the campaign, a ‘Barclays Bus’ toured the country throughout the recruitment phase and supported small businesses/start-ups with a seminar programme.
Claire Hilton Head of advertising, Barclays
The campaign was a great success and enabled us to boost the business ideas of 10 british businesses
of those exposed to the campaign, to consider Barclays as their main bank for their future financial needs
Barclays' position in being seen as supporting and championing local businesses has been enforced by the campaign, with almost a 10% difference between listeners and non-listeners agreeing with the statement