Barclaycard has launched a £4m campaign which it hopes will address public concerns about the safety of buying goods online.

The TV commercials, which will run for a month, are being launched in conjunction with Barclaycard's latest service, Internet Delivery Protection.

The new service guarantees that purchases of any value are covered for breakage or loss from the moment they are bought to the time of delivery. Purchases over £50 are also insured for 100 days after delivery through the standard purchase cover.

The campaign is Barclaycard's third high-spend marketing in 12 months, with two of those attempting to convince customers that shopping online is as safe as high street shopping. In April last year it launched a campaign to promote its online fraud guarantee, which promised to refund customers should any unauthorised transaction occur (NMA 6 April 2000).

Barclaycard is also hoping the ads will boost its users' annual Internet spend. The company's customer numbers had been suffering since the launch of rival global credit card companies such as MBNA and Capital One in the UK.

The latest campaign once again uses Angus Deayton as the face of Barclaycard security and the ad was created by BMP DDB.

The TV adverts will be broadcast on both terrestrial and satellite TV and will be backed up by direct mail and online banners throughout February. Head of communications Nic Gault said that the company would also be investigating other ways of advertising the new service.


Published 8 February, 2001 by NMA Staff

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