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David Hasselhoff celebrates – first ever payment by Barclaycard PayTag

Barclaycard today unveils a new advertising campaign as part of its integrated marketing activity to launch Barclaycard PayTag, the new way to turn any mobile phone into a contactless way to pay. Video

The campaign leads with TV that will run until 24th June, and has been produced by comedy director, Becky Martin, whose notable work includes a BAFTA win for the cult comedy series ‘Peep Show’. The campaign also includes press, outdoor, digital, experiential and social media activity as well as in-store and direct communications.

Katherine Whitton, Consumer Marketing Director at Barclaycard comments: “Our new ads bring the simplicity and ease of using a Barclaycard PayTag to life for consumers in a light hearted way, and are a key part of a fully integrated campaign that will also reach retailer and internal colleague audiences. Social media has played a significant role in our campaign to date, including the launch of our video with David Hasselhoff on YouTube and the first use of Google+ Hangout by a financial services brand. We will also be creating an experiential event in London in the coming days which has been promoted through a partnership with Capital Radio.”

Unveiled last month, Barclaycard PayTag is an extension of a customer’s credit card account available exclusively to Barclaycard Visa cardholders at no additional cost. At a third of the size of a normal card, it can be discreetly and simply stuck to the back of any mobile phone. Once attached, it can be used to make payments of £15 and under, rising to £20 in June, by simply being held over a contactless payment terminal.

The campaign was created by BBH, with media buying handled by Maxus, and digital support from Dare.

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