Barclays ‘Trust Anchor’ campaign used radio, press and in-branch activity to tackle long-standing resistance to digital and mobile banking amongst 55+ customers, by encouraging them to use the Barclays App ID and verification feature. Taking the insight that these customers lacked confidence in technology, the strategy reframed this concern, positioning App ID as an additional layer of certainty. The approach exceeded expectations with 37.9% incremental app registrations in the first week alone, and a cost per acquisition that was 33% below target.