Barclays PingitGoing Mobile: Pingit Launch
Barclays was one of the first high street brands to introduce a mobile banking service with its Pingit application. However, the mobile banking space became crowded very quickly as more Financial Services brands entered the space. Barclays needed to maintain its leadership and drive usage and adoption of Pingit.
Babel devised an integrated campaign to drive awareness of a set of new mCommerce features that allowed customers to purchase goods through the App, adding a new dimension to mobile banking services. Babel held a press event to officially launch these new capabilities and ensure Barclays was positioned as an innovator in the space. This was followed by issues-based and proactive outreach to drive momentum.
The press event was a huge success and the launch was conducted in front of a full house of journalists, ranging from UK national, consumer press, technology and financial services press. In addition, Babel hosted a series of one-to-one briefings at the event with Barclays spokespeople. The combined activity led to blanket coverage across key media. Further coverage and brand awareness was generated by sustained momentum activity following the launch.