Capital One – One Good Thing

FOLD 7

The creative platform we developed is ‘One Good Thing’. The idea that the way to really drive change for better is to focus on getting things done and doing simple things right – one small, good thing at a time. To represent the ethos – the conscientiousness underpinning Capital One’s many small, good actions – we developed a new kind of brand hero... A glowing, floating, sentient One who roams the UK existing only to help consumers succeed with credit.

ADVERTISING

SOCIAL

CONTENT

UK

CHALLENGE

Capital One UK came to us with a meaty challenge: how to break away from the pack of credit providers as the “only purpose-led banking brand” and, from a current position of low awareness, to take the crown of category leader within three years?

STRATEGY

We needed to find a way to make their admirable purpose of ‘changing banking for good’ resonate with consumers. In other words, how could we end the days of Capital One being mistaken for a radio station, and instead help them become the leading name in credit?

58% of adults don’t trust a brand until they have seen ‘real-world proof’ that they have kept their promises. This is an even bigger challenge in a category where the default is for consumers to assume that providers are out to exploit them.

Against this backdrop of declining trust and scepticism about “purpose-washing” the core strategic concept of “small actions speak louder than big words” was developed.

RESULTS

+400%

Spontaneous awareness

+20%

Intent to use

+27%

Favourability

+23%

Perceptions of ‘Treats people fairly’

“We feel we’ve found a true partner in Fold7. They’re aligned closely to our values and understand our brand. Having helped us find our voice in advertising, they are now also making a meaningful difference within the business. ”

ANDY CLAYTON – HEAD OF BRAND, CAPITAL ONE