We turned Bank station into Barclays station. Barclays occupied every premium site, sponsored whole platforms, dominated entire areas and escalator runs every day for a year.Bespoke sites were specially created for Barclays at ‘high traffic zones’,Barclays branded every ticket gateway, and ceilings across the station werealso branded accordingly.

Critically, to influence and engage financial analysts, the creative did notcontain glossy financial advertising, but interesting financial facts aboutBarclays and money.

To reach financial analysts every day in The Financial Times for a yearwould cost £20m. The Bank campaign cost Barclays twenty times less, whileproviding eight more impacts per day.The Barclays plc share price rose 90p over the campaign period with a risein market capitalisation of 20%.