ITN Productions has won a gold Content Marketing Award in the category of “Best Finance” for the Premier Personalisation Film they produced for Barclays UK. The Personalised Video was sent to all Barclays UK Premier clients upon sign-up and featured a voice-over with their name, as well as other native personalisation elements throughout the video. The win was another major recognition of Idomoo’s effective Personalised Video as a Service offering.
Because Barclays’ insights showed that traditional on-boarding measures can feel overly complicated and impersonal, ITN sought to create a campaign that would build stronger connections with new Premier clients. The results leveraged client data to create highly-personalised videos that delivered a different experience for each and every viewer.
Barclays’ goals were to welcome Premier clients with a “wow moment”, drive and uplift in digital sales and educate clients about value proposition. After launching their Personalised Video campaign, they experienced an uplift in Premier rewards uptake, plus an overwhelming rise in digital channels adoption and direct debit adoption.
Personalised Video once again proved that it can clearly, personably and effectively communicate with clients to establish trust and drive conversion.
“This solution produced amazing uplift in premier accounts driven by consumer insight,” said the CMA judges, unanimous in their decision to award the campaign Gold. “It’s very in line with Barclays positioning and the elements of personalisation were delivered beautifully.”
About the Content Marketing Awards
Judged by some of the biggest names in marketing, the Content Marketing Awards recognise the best examples of content marketing across 25 categories. Judges look at the way the content supports or enhances the brand proposition, how much it appeals to customers, whether it’s appropriate to the customer profile and, most importantly, if it works as a marketing tool to drive sales and customer retention.
The 2016 CMAs were held November 22nd in London. There were 450 entries from over 100 different agencies throughout 21 countries, making them the most competitive content marketing awards in the world.