Title	BARCLAYS CODE PLAYGROUND
Brand	BARCLAYS
Product/Service	MOBILE ADVERTISING
Category	F01. Mobile Advertising
Entrant Company	OPERA MEDIAWORKS London, UNITED KINGDOM
Advertising Agency	OPERA MEDIAWORKS London, UNITED KINGDOM
Media Agency	MAXUS GLOBAL London, UNITED KINGDOM

Creative Execution

The ad was aimed at parents with children aged 7-11. Mobile was a key channel for the campaign. Children are more mobile-savvy than adults and know how to use these devices intuitively – more so than desktops. The unique to mobile touch screen made the Code Playground ad much more accessible for younger or less proficient users. Ad targeting was driven by Opera Mediaworks’ REAL audience technology, which uses App Detection to profile user groups based on apps installed on their handset. This is overlaid with POI behaviour, and previous ad interaction data in order to best identify and target the relevant audience.

The campaign delivered an overall interaction rate of 0.81%, which was over twice Opera Mediaworks’s benchmark 0.4%. The POI technology used by Opera Mediaworks alongside its App Detect element was instrumental in helping the campaign effectively target users and achieve strong interaction rates. Additionally over one third (36%) of users spent more than 30 seconds in the ad unit. It is believed that the interactive coding element of the ad unit played a significant role in helping to drive audience interaction. This was one of the first campaigns in which Barclays has delved into rich media executions and given the strength of the audience interaction results achieved, Barclays is now planning to take advantage of the channel to market its new campaigns in the future.

The campaign’s main objectives were to create brand awareness for the Barclays’ Code Playground initiative and through this increase consumer awareness for Barclays and its products. Its aim was to help children learn to code, tying into Barclays’ wider Digital Eagles programme, which helps people from all ages get online and become more digitally savvy. The overall media strategy was planned by Maxus with Opera Mediaworks leading on the mobile element of the campaign. The campaign had a number KPIs: • Increased registrations on the Code Playground website – measured by registrations driven direct from the ad • Higher traffic to the Code Playground platform – measured on clicks • Increased engagements with the Code Playground content when that was brought into the ad units - measured by engagements with the interactive ads and dwell time within the ads