Challenge: Our audience believes that being a smart investor requires the proper skills and training. This means that they are often scared to risk their own money, as they fear losing it.
Insight: We are capable of more than we imagine.
Idea: Barclays invites us the see that we all have the required traits to be a Smart Investor.
Execution: The campaign ran across key outdoor sites and nationwide print publications. It was also supported by digital activity that included the creation of the Investor Tester - a mobile-first game that gave people the opportunity to see whether they had the skills needed to invest via a set of increasingly challenging puzzles.
Agency: Truant London.