Advertiser: Capital One Financial Corporation
Agency: DDB CHICAGO
Category: Best Use of Digital Media
Integrated Brand Leader: Chris Pultorak (DDB Chicago)
Executive Producer: Marian Lang (DDB Chicago)
Producer: Luke Limanni (DDB Chicago)
Executive Creative Director: Mark Gross (DDB Chicago)
Acd/Ad: Brian Boord (DDB Chicago)
Copywriter: Chad Broude (DDB Chicago)
Exec. Director Of Integrated Production: Diane Jackson (DDB Chicago)
Exec. Digital Producer: Jon Ellis (DDB Chicago)
Chief Creative Officer: Ewan Paterson (DDB Chicago)
Effectiveness
By combining the brand equity of Alec Baldwin as a spokesperson for Capital One with the uniqueness of the Hulu environment, Hulu users were given a unique experience in an environment that there are usually no surprises. The :15 videos not only created an element of surprise but were hard working because the illustrated the benefits of earning Double Miles.***Capital One unfortunately does not release any result metrics. But we can say this is was one of the most successful digital campaigns in the company’s history.
Execution
To target travellers, the media team purchased pre-roll ads on Hulu for shows where viewership was high among this demographic.During the launch, pre-roll ads were plagued by brands that adhered to the tiresome ad specs provided by Hulu and delayed the viewing experience. In other words, where viewers had to “wait” to see the content.To breakthrough, we tapped into Capital One’s Spokesperson Alec Baldwin and had him hijack the ads at the very moment viewers were forced to wait. Alec explained how waiting could be frustrating but by earning double miles with Capital One Venture Card you can skip the delays, and get to a destination twice as fast.
Strategy
The Capital One Venture Card is an airline miles reward card. Where as other travel rewards could offer single miles, Capital One wanted to tout that consumers earn double miles with Venture Card.Research showed consumers were responding to claim of “earning double miles” but it wasn’t driving enough people to sign up for the credit card. As a result, Capital tapped into a new insight—People hate waiting to earn enough miles to pay for a flight to their vacation.Working off the new insight, Capital One shifted to a new focus and made the act of “waiting” an enemy of the both the target audience and Capital One Venture Card.