EXHIBITING A WEALTH OF KNOWLEDGE

Barclays Private Bank wanted to turn the heads of some of the world’s most highly-coveted and hard-to-reach wealthy investors and Family Offices. Redwood BBDO helped them stand out, with a leadership series revealing extraordinary cutting-edge opportunities to those who ‘See Beyond’.

Stories worth knowing

Barclays Private Bank wanted to stand out in a sector laden with samey investor content and targeting a notoriously hard-to-impress audience. We were called on to create a campaign comprising original, in-depth, documentary stories that shone a light on transformative investment possibilities for both investors and the Family Office intermediaries that manage their interests. The depth and quality of content we produced was intended to generate real excitement and deliver high-value insight in line with the bank’s brand promise: ‘See Beyond’.

Experts worth listening to

We worked with specialist journalists to uncover true stories about emerging boundary-pushing advances that aligned with the exciting investment opportunities available to those able to ‘See beyond’. From a post-pandemic drive towards genetics-powered precision medicine, through to breakthroughs that could enable us to live beyond 100, and features on 3D-printed organs and mind-controlled robotics, these stories were designed to inform, shift perceptions and drive leads.

Content worth investing time in

We created content in multiple formats, from documentary films and CGI videos, to in-depth articles, white papers, reports, magazines and social. We even created a podcast series, ‘Real Estate Realities’, which brought together Barclays thought leaders and local market experts discussing global property opportunities through a lifestyle lens. The campaign generated great engagement – with total views for the films reaching more than 1.25 million, despite a deliberately selective and notoriously hard to impress audience.