THE BRIEF & OBJECTIVES

2. For digital we created placements across the Bauer portfolio, including, leaderboards, homepage buttons and newletterinclusions, social media to generate traffic to the Barclaycard Unwind website, these elements were tailored for each of the artists. We also created a 60” TV promotion that ran across 4Music, Q, Kiss and Magic, promoting the benefits of Unwind and chances to win tickets, tailoring messaging for each of the artists. For the Barclaycard Mercury Music Prize element of the campaign we partnered with Q, which was the perfect fit as another credible influencer within the music industry. We ran advertorials in the magazine to promote the journey of Mercury, from the exclusive intimate Mercury gigs, the nominations and of course the awards themselves. Q Radio ran Mercury Music programmes featuring nominated artists, tagged Mercury artist tracks and ran giveaways to win tickets to the Mercury events. Q TV ran three ad funded programmes that played over the summer leading up to the awards, telling the back story of the nominees. Q Magazine Editor Paul Rees also wrote a weekly column for the Barclaycard Unwind site. HIGHLIGHTS 150,000,000 Impacts delivered across radio 100,000,000 impacts delivered across TV Access to talent like Robbie Williams gave the campaign real weight. Special guest Gary Barlow made an appearance at the Robbie Williams gig. THE BRIEF & OBJECTIVES To promote the Barclaycard Unwind proposition. A free service to all Barclaycard customers that gives ways to obtain tickets to must-see shows and gigs without the hassle of queuing up. With Unwind you can enjoy advanced ticketing for shows, VIP guest in the Wembley Arena Unwind Lounge, win tickets to one-off private gigs and get exclusive music content. Another part of the brief was also to create brand awareness of Barclaycards sponsorship of the Mercury Music Prize. CAMPAIGN OVERVIEW The strategy was to connect the Barclaycard audience to the idols that they love and respect and by partnering with our key radio brands we were able to access some of the biggest names in music. By drawing on our relationships with record labels we were able to secure access with top artists including, Robbie Williams, Westlife and the Sugarbabes. The solution was to host exclusive intimate gigs with these stars and give the audience a chance to win tickets to a money can’t buy experience. With a ticket allocation specifically agreed for Barclaycard customers, this extended the promotion to Barclaycard customers. Using Kiss, Magic, Place and The Hits dependant on the genre of artist, we ran bespoke promotions across our radio stations giving listeners the chance to win and directing people online to find out more information where they could also find out more ways to win through Barclaycard online. Then, airtime spots played the role to send our listeners to Barclaycard Unwind for even more chances to win tickets.