Barclays has launched the Valor Azul savings account, offering customers in Portugal an interest rate of 4.5 per cent.
The product is being promoted by a national media and radio campaign, which highlights the bank as a place to protect, preserve and grow investments.
Advertisements feature a €10 note folded into an origami crane, which is labelled as an ‘endangered species’ that should be ‘preserved and protected’ by saving it with Barclays. Radio adverts are narrated as if they were wildlife documentaries.
Pedro Mata, Head of Operational Marketing, Barclays Portugal, said: “Nowadays, our clients’ primary concern is safety. They worry their money might be in danger.
“With this campaign, we wanted to reassure them that Barclays offers protection and their money is well looked after, so it will grow instead of becoming an ‘endangered species’.”
“So, we opted to talk about this serious issue with a witty tone to it, confirming Barclays as a safe haven and guaranteeing their money plus a very attractive value proposition.”