The second of October 2019 was the day our third and final year of university began. The first project and unit is called Industry Collaboration as we are teaming up with Barclays Bank. They came into the studio in the afternoon to brief us about the two problems they have. We got given the choice of answering either of the briefs, which is a first for us as normally we all get given the same brief.
The first brief was titled Financial Fitness/Financial Wellness. The Problem Barclays have as a company is that they really struggle to communicate well and confidently to young people, in other words us! They are extremely good at talking to all other demographics apart from us, young adults or students at university. Which is why they have come to 3rd Year Advertising and Brand Design students. To come up with new, creative ways to approach and engage with us lot! Below you will see my shots of my rough notes and awful handwriting from the briefing. But to summarise in bullet point form what their briefing asked, is below:
The challenge – How can Barclays help students better manage their finances?
- Target Audience uni students 18-25 male and female
- Tone of voice - light-hearted, need to be understandable by everyone
- Outcome - Digital product, event, service etc… open
- How to get people to reflect and improve their finances as students
- User-friendly, human in its tone
For the second brief, it was based around the subject of terms and conditions, the most exciting part of any business. The section of a sign up page none of us read or engage with, and this is their problem. How can we as creatives turn the world's most boring document into something no one wants to miss out on seeing or reading. Barclays said to us that a couple other companies have already tried doing so such as Strictly Come Dancing bringing in a new celebrity every week to read out a short section of the voting T&C’s live on air. They also gave us some stats on how dense the documents are so for example, Apples terms and conditions doc has 20,000 Words within it and BBC has 15,000 words.
Please tick here to continue - T&C’s (Brief_2)
How can Barclays make its young customers read and understand the T&C’s?
How can you condense and make it more engaging?
How to make it more human-centred?
How would you like your bank to speak to you?
What form of communication what you use?
T/A: uni students 18-25 male and female
The next step after the briefing was to pair up into teams of two. I am paired up with Harry Wilson for this project. The final pitch to Barcalys is on the 6th of November so we roughly have six weeks to turn this around, the next stage from now is to go away and think of all the focus angles and insights involved within. Finally Harry and I chose to answer the first brief being the financial fitness brief as we found it more open and we felt it has more for us to offer.