Barclays - Britain’s Best Local Businesses

Background
Barclays have committed themselves over recent years to supporting local businesses and wanted to take ‘One small step’ further by demonstrating their support with a major partnership that would talk direct to consumers, small business owners and key opinion formers.


The Big Idea

With the failings of the global marketplace at the forefront of everyone’s minds, The Sun and The Times were keen to get behind the traditional British High Street and give strength and focus back to local independent businesses.


To that end, “Britain’s Best Local Businesses” was born, rallying the nation by inviting readers to nominate their favourite local firms. With unprecedented support from editorial that complimented the commercial activity in paper and online, the fully integrated campaign created instant impact upon launch, throughout the UK.

 

Theo Paphitis joined the campaign as a judge/mentor, and support has poured in from other well-known figures such as Mayor of London, Boris Johnson, and Ultimo Lingerie Chief, Michelle Moan. Major companies have also pledged their support to the campaign – Office group Regus provide the winning firm with a years free office space on top of the cash prizes that Barclays are giving away to both the regional and grand prize winner. 


Making it Happen

 

  • We launched the competition in paper fronted by Theo Paphitis in his capacity as Mentor to the campaign.
  • We created a joint logo and branding across all platforms which ran across all platforms
  • In-store activity including the window displays of 1,800 Barclays branches nationwide
  • We supported the campaign with Sun Talk – live promotional reads and interviews with Barclays representatives by Jon Gaunt.


Results so far

  • 4,859 nominations including a description of us to 250 words giving reasons for the nomination
  • 2,800 pledges to support local businesses across the country.
  • Traffic to the site stands at a phenomenal 80,874 Page impressions, with 48,491 unique users.
  • High recall levels across the campaign, of those aware of the campaign (26%)
  • 75% recall the elements in The Sun and 35% on thesun.co.uk.
  • After seeing the campaign 44% pay more attention to supporting their local businesses.