Barclays

Fingers in every pie

THE CHALLENGE

Harnessing Hitachi’s VeinID technology, the Barclays Biometric Reader was a new method for customer authentication in UK banking – a first for the global financial sector. Barclays wanted to drive interest of the proposition amongst its Corporate Banking customers and keep aligned with Hitachi requirements and launch plans in Japan.

THE SOLUTION

Recognising the broad appeal of the proposition, Babel recommended a media launch event to maximise engagement. This included the delivery of multiple assets (text, images and video), the coaching of key spokespeople, and a comprehensive media outreach campaign, resulting in a series of one-to-one media briefings under embargo before the event, and attendance to the launch – all conducted in close liaison with Hitachi.

THE OUTCOME

Blanket national coverage was secured, including television and radio spots, and numerous online articles generated in international outlets and trade media. In total, over 200 individual pieces of positive print, online and broadcast coverage were generated, with at least 95% of all articles quoting a Barclays spokesperson. Social media was used to publish the news and resulted in over 6,000 interactions in the first three days after launch, around the globe.

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