Creative in association withGear Seven

Barclaycard Launches ‘Amp It Up’ Campaign Across Major UK Live Music Events

Advertising Agency
London, UK
The campaign focuses on the moments of anticipation that Barclaycard facilitates around live music events

This summer Barclaycard will be ‘Amping Up’ their presence at events across the UK with their latest marketing campaign across key live music events from Global and Live Nation UK.

The campaign will be activated at Live Nation UK festivals cinch  presents Latitude, Camp Bestival (Shropshire) and Reading Festival this summer, where Barclaycard will be Amping Up live events with bespoke activations and messaging. All inspired by four key anticipation moments that fans experience when attending a festival: the style and outfit prep, the journey there, the anticipation around festival food choices and the excitement whilst they’re part of a crowd. Barclaycard will be helping to Amp It Up all summer by bringing exclusive perks to their customers, ranging from ticket, travel, food, and vintage clothing discounts amongst other benefits. 

Barclaycard is thoughtfully working with different partners to address fan needs within the key anticipation moments. To maximise these festival moments sustainably and with extra perks for their customers, Barclaycard is partnering with Beyond Retro for sustainable fashion offering 20 per-cent discounts to Barclaycard customers, and Big Green Coach for environmentally friendly travel, offering 20 per-cent discounts to Barclaycard customers. To ensure their activations, perks and content are meaningfully engaging and connected to their audiences, they will be communicating these branded offers through a partnership with TikTok’s managed services platform.

Danny Newby, director, Big Green Coach said, ‘Working with Barclaycard is a great opportunity to showcase our work as the UK’s leader for live music event transportation. With Barclaycard’s rich history sponsoring and driving live events, and this year seeing our coach services going carbon neutral, we felt it was the perfect time and opportunity to collaborate and help people travel sustainably – as they Amp Up their festival experience.’  

Natasha Hall, business manager, Beyond Retro said, "The relationship between clothing and live music events is so interlinked, not just for our customers, but for generations of music lovers. This summer we are celebrating 20 years in the vintage business as a sustainable fashion retailer. We are experts in festival fashion and it's exciting to be partnering with a brand such as Barclaycard to give customers the chance to Amp Up their festival wardrobe in a sustainable way whilst supporting the live music space."

Having launched at Capital’s Summertime Ball with Barclaycard on 12th June at the iconic Wembley Stadium, the UK’s biggest summer party, the next stops on the Amp It Up calendar will be cinch presents Latitude Festival, Camp Bestival (Shropshire) and Reading festival. Through the Barclaycard Amp Stage the crowd will witness exclusive experiential moments, surprise and delight appearances and performances, all of which will be promoting the key Amp It Up messaging and key moments of anticipation.

Also partnering with musicians, DJs, presenters and brands for the experiential and S&D moments, Barclaycard will be ensuring its presence is authentic and engaging, connecting, and entertaining audiences at each of the leading UK festivals. By focusing on the moments of anticipation during live events, Barclays is taking a fresh and unique approach to explore a music campaign. Identifying these universally experienced nuances that are often unsung, and Amping them Up this summer with their messaging, creative and experiences.

Dan Mathieson, head of sponsorship at Barclaycard, said, “From our launch at Capital’s Summertime Ball with Barclaycard and through our Live Nation partnership across 11 UK Festivals, we hope to boost the moments of anticipation for our customers and partners by Amping Up their summer through star-studded performances and exclusive sustainable perks and savings.” 

Barclaycard has a long history of partnering with music events – current partners include Capital’s Summertime Ball and Jingle Bell Ball, Radio X Presents, Download, The Isle Of Wight Festival, Latitude, Wireless, Creamfields, Reading & Leeds, Camp Bestival, O2 Academy Music Group and The Ticket Factory as current partners.

The Amp It Up campaign will be running until the end of 2022, reaching its finale at Capital’s Jingle Bell Ball with Barclaycard in December. 

Work from M&C Saatchi Sport & Entertainment London