DMA Breakthrough Award 2024:

For my DMA Breakthrough Award pitch, I presented a bold new concept for Barclays: to reinvent contactless card spending for a new generation. Building on Barclays' legacy as the pioneer of contactless payments in 2007, we proposed targeting the 500,000 students entering UK universities annually, aiming to capture 2% (10,000) through innovation rather than conventional incentives. Recognising that traditional student offers—like overdrafts, perks, and cash bonuses—have become indistinguishable across banks, we identified an opportunity for Barclays to stand out not through differentiation, but distinctiveness. Inspired by behavioural economics and the power of peer influence, we introduced a square, customisable contactless key card/fob, designed for seamless payments and lifestyle integration, to spark conversation, encourage social proofing, and align with Gen Z's appetite for individualism and trend adoption.

To amplify the impact, we proposed an omnichannel launch strategy. Press coverage would begin ahead of A-level results day, followed by targeted email marketing using UCAS data, and location-specific out-of-home ads on student bus routes. At term start, user-generated content would be encouraged through a social media campaign asking students to share “where their square has been,” leveraging the 8.7x higher effectiveness of UGC over influencer content. While the initiative starts by targeting students, its potential extends far beyond—if explored innovatively, the reimagined card could be incorporated throughout society, appealing to wider audiences who value convenience, design, and personal expression. Our creative-led approach positions Barclays not just as another student bank, but as a cultural pioneer in the future of payment.