Overview

The Barclay’s ATP World Tour Finals is a professional tennis tournament held annually at the O2 Arena in London. Knit developed bespoke RFID technology to facilitate retail redemption, boost brand awareness & loyalty, and to engage with over 50,000 visitors.

Campaign

As headline sponsors of the tournament, Barclay’s wanted to make a strong brand impact and provide a unique experience to reward their banking customers. Each customer that visited the Barclay’s Zone could claim a free LED light-up RFID wristband which when scanned on tablets positioned at various places around the O2, would trigger a series of activations. Visitors could redeem free treats, get discounts off products, register their interest in further Barclay’s services and enter competitions to win ATP tickets and a holiday in Hawaii, all by a quick and simple scan. 

The LED lights in the wristbands were controlled by radio frequency so that at key points in ATP matches, the stadium lights would go down and the wristbands would light up creating a stunning light show and connecting each visitor with the live action of the tennis.  

Results

The campaign worked to strengthen brand advocacy for Barclay’s customers, and more widely, it worked to raise brand awareness for Barclay’s throughout the 7-day event. By connecting RFID wristbands and mobile tablets around the O2, Knit created a way of running multiple redemptions to reward each visitor in a seamless interaction that enriched their visit. Out of the 50,000 wristbands that were claimed by customers, there were 48,599 interactions, and 43,716 successful redemptions proving the success of the technology.

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