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Barclays is looking to attract a new generation of consumers with the roll-out of a virtual-reality initiative.
A game, called 56 Sage Street, has been created by ad agency Bartle Bogle Hegarty and production company B-Reel, following a competitive pitch.
Barclays has been working on the project for six months, having conducted a review of the youth market. The game is intended to help endear the brand to young consumers.
The premise of the game is that players arrive in a city with little cash, and must improve their status by using money sensibly. The only time they see the Barclays brand is in a virtual bank. The game takes its title from the address of …