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The official football app for the biggest league on the world

Mar 3, 2012

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in Experience Design, Graphic Design, Mobile, New Media

Watch the video here

Brief

Create a brand engagement App by “getting customers closer to the Barclays Premier League”. Also, globally raise brand awareness in new markets and create synergies between current digital channel offerings: Barclays Ticket Office and Facebook.

Business objectives

Create brand engagement in the UK via positive brand association and “getting customers closer to the BPL”.
Globally raise brand awareness in new markets.
Create synergies between current digital channel offerings: Barclays Ticket Office and Facebook.

Communication objective

The app must be easily communicated and will be supported with an integrated marketing plan to ensure maximum downloads using existing and new BPL marketing channels.
This is a Barclay’s application – not a Premier League application.

Mobile applications are a key tool for generating high levels of repeat customer engagement.

With smartphones set to take a market share of up to 70% over the next 2 years, and all manufacturers investing heavily in app stores, Barclays’ decision to invest in providing its service through apps is a sound one.

There are many options about where to deploy first, and how to decide on follow-up apps. This will apply equally to the emerging Tablet market.

31% of UK mobile owners used apps in June 2010
That figure rises to 71% if you just look at owners of smartphones
The average British smartphone owner downloads 15 apps to their handset, keeps 12 of them, and uses 5 every day
GfK NOP’s survey found that 16-24 year-olds are using 10 apps every day on average though
A fifth of UK smartphone users were downloading more apps in June 2010 than six months before
A fifth of them would never pay for an app, but half have already paid for one