Barclays iPath. Brand video & Banners.
How do you make super-complex products feel simple and fun?
Challenge: Barclays iPath was an extremely complex financial product using Exchange Traded notes to enable people to invest by themes, rather than in companies or sectors. So how do you sell launch a new and complex financial product in a that makes them feel simple, fun and approachable?
Solution: We created a brand device based around the simplest way of capturing an idea: The Post-It Note. The campaign would be based around scribbled ideas that then escaped out of the ad in fun ways. Old ways of investing make it hard to capture an idea in an investment. But Barclays iPath products ensured you’d “Never let a Good Idea Get Away”.
Here are a few of the ads. Showing our Post-Its rapidly building into origami creatures that then escaped. Crashing through false borders in the online page. These were coupled with a “Making Of iPath Origami” Brand Video to raise awareness.
Banners
brand video
People love watching artists at work. So the campaign also featured a YouTube video showing expert maker Robert Lang creating and animating our origami creatures to build a sense of warmth, simplicity and craft around the brand that investment products typically lack.
Results.
The “iPath Origami” digital brand launch campaign delivered strong product awareness and take-up. And It also won a couple of awards.