US financial services firm Capital One has this month launched a UK-wide digital out-of-home (DOOH) campaign in support of a new, 60-second TV spot created by independent agency Fold7.
The new campaign will aim to highlight the ‘small and delightful ways’ in which Capital One helps its customers, with a media strategy devised by London media outfit The7stars which is set to include activity across broadcaster video-on-demand (BVOD), cinema, social media and audio.
OOH materials will be centred around a playful and innovative ‘One Good Thing Newsroom’ angle, which will use dynamic DOOH sheets to bring the public snippets of good news in a wider landscape of overwhelmingly negative headlines.
“Our latest build on the One Good Thing platform reminds people how Capital One UK is committed to improving our customers’ experiences with us through small thoughtful actions,” Capital One UK head of brand, Andy Clayton said.
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“Our customers are the heart of our business and in a time of real financial uncertainty, we remain committed to helping them by doing one small good thing at a time.”
The7stars media planner, Joe Pratt added: “The7stars role was to bring Capital One’s new brand proposition; One Good Thing, to life through clever media execution in unmissable environments. To drive attentive reach in a category that is inherently passive, we needed to think differently to capture and engage the audience’s attention.
“By building a ‘Good Newsroom’ for digital OOH, we were able to give consumers One Good Thing by dynamically delivering a positive news story every day. Tying the brand into interesting contexts and news stories created impact and stand out with fresh and timely content. A great result for a typically practical and low interest category.”
