Entertainment / Experiential

Barclaycard: Amp it Up

Change Needed

For Barclaycard, we needed to develop an overarching strategy and deliver an integrated campaign that enabled the brand to become synonymous with live entertainment, activated through their partnerships with Capital and Live Nation.

The Idea

We created and activated Barclaycard’s ‘Amp It Up’ campaign across Capital and Live Nation events during 2022. The campaign centered on the insight that Barclaycard is the facilitator of the anticipation moments surrounding live music events.

Amp it Up launched at Capital’s Summertime Ball taking over Wembley stadium at one of the biggest music events in the UK’s summer calendar to springboard the campaign.

Barclaycard amp’d up proceedings with bespoke activations and messaging inspired by four key anticipation moments that fans experience when attending a festival: the style and outfit prep, the journey there, the anticipation around festival food choices and the hype while they’re part of a crowd.

We created a Barclaycard-branded AMP stage which was present at key events, exclusive experiential and hospitality installations and generated social content and video/film assets for the brand.

Change Made

Significant increase in association of Barclaycard with live music after each festival: from 56% to 79% among Latitude attendees

90% recall of Barclaycard Amp it Up stage at Latitude festival

Two-thirds of Barclaycard customers made use of their Barclaycard to access perks and rewards