In France, Barclays was perceived as an exclusive bank for rich people due to statutory communication in the financial press. The agency proposed to open the doors of the bank to all AB1 consumers through an interactive campaign presenting Barclays and its financial products in a light-hearted way while preserving its very British image. In order to maximize the coverage of the target audience and to take advantage from a “real-time financial stream”, a media partnership was set up with Yahoo Finance (please see email attachment).