Barclayloan targeting in three dimensions

Client: Barclayloan

Agency: OMD UK with Google

Like almost every high-street bank, Barclays relies upon its non-current account products to meet its customer needs. Their Barclayloan product, are a trickier challenge: whilst profitable to Barclays, it is only available to current customers who meet the required borrowing requirements. Previous attempts to market Barclayloan – which, in a nation comfortable with credit, had huge potential, despite the strict criteria – sought to tightly target our potential users in programmatic. Even if you could identify them, a typical programmatic approach puts you at the mercy of the auction: get outbid, and all your targeting is for naught. We needed a new approach to maximise the potential of this product.