Magazine article Marketing

Barclaycard to Roll out 'Waterslide' Ad Sequel

Magazine article Marketing

Barclaycard to Roll out 'Waterslide' Ad Sequel

Article excerpt

Barclaycard is launching a sequel to its landmark 2008 'Waterslide' ad, as it looks to drive take-up of its contactless payment products.

The campaign, entitled 'Rollercoaster', is part of a long-term strategy to encourage consumers and businesses to switch over to the 'touch and go' technology.

The ad, by Bartle Bogle Hegarty, follows the journey of an inner-city commuter. The protagonist opens the door leading from his block of flats, located in New York, to find a rollercoaster ride. This transports him across the city to his workplace, via a bakery, where he makes a contactless payment.

The spot will launch online on YouTube and Barclaycard's Facebook page on 22 January, before screening during ITV1's Dancing on Ice on 24 January.

Barclaycard will also roll out a Rollercoaster game in the coming months, following the success of its free Waterslide iPhone app. The latter was downloaded more than 3m times in the fortnight following its launch.

The campaign was overseen by Barclaycard head of advertising and content Paul Troy.

According to Barclaycard, about 20,000 UK retailers accept contactless payment; it also said that between it and Barclays there are 5m contactless cards in circulation. …

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