On Thursday 23rd April, Children in Need and Red Nose Day teamed up to host The Big Night In – a Covid19 charity extravaganza live on the BBC.
With a long-held desire from Barclays to break out of the financial pack, they decided to become a key partner and demonstrate to the nation how they are going above and beyond to support the communities in which we live during this Covid–19 crisis. Barclays donated £1m to the Appeal and pledged to match customer donations £1 for £1, up to £1m.
Within 48 hours of the partnership being announced and after a feat of planning and negotiation, OMD UK utilised its strong relationships to negotiate a unique deal which saw Barclays dominate the airwaves across the entirety of Global and Bauer’s Radio network. For the first time ever, both stations agreed to run the same partnership in parallel.
Barclays was heard on the airwaves across Thursday on every station. With live reads from presenters every hour and station–voiced brand tailored ads across all day parts, Barclays reached 52% of UK adults in a single day.
You can listen to the campaign below.