"In 2019 Barclaycard was struggling in a changing category. A historically powerful brand – a previous IPA Effectiveness Grand Prix winner – Barclaycard had long been able to demand a premium. We needed a new way to drive consideration before Barclaycard got into trouble.
With consideration up and sales down, it was clear not all consideration was created equal. Without an ability to compete on price our only option would be to deposition our rivals: prove why value in credit cards meant higher fees, not lower ones, and why Barclaycard really was worth it."