Barclays launch campaign in Portugal.
“Change your fado for the better.”
This campaign played on the traditional concept of “fado” — the Portuguese sense of fate and melancholy — suggesting that with Barclays, one’s financial future doesn’t have to follow the same path. The message: you can
Savings Campaign
“6.5% is good and it doesn’t end too soon.”
This campaign highlights the appeal of a 6.5% interest rate, using a playful tone to contrast it with the fleeting nature of typical promotions. The message reassures customers that this is a solid, lasting opportunity — not just a temporary deal.
Fee-Free Account Campaign
“Cutting costs is a simple problem to solve.”
This campaign promotes a bank account with no maintenance fees, positioning Barclays as a smart choice for customers looking to reduce unnecessary expenses. The tone is direct and reassuring, showing that saving money doesn’t have to be complicated.
Investment Fund Campaign
“Money is a rare species. Help it grow and multiply.”
This campaign uses a metaphor comparing money to an endangered species — precious and worth nurturing. The message encourages customers to treat their finances with care and intelligence, positioning the investment fund as the right habitat for growth.