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For its latest bid to win new credit card customers, Capital One is again asking what’s in people’s wallets, but with a devilish twist.
To push its No Hassle Rewards program, Capital One’s agency of record, DDB Canada, created a fiendish 30-second television spot. In “Hell Freezes,” the devil wakes to find Hell has frozen over. He asks a fellow demon what’s going on.
“Capital One happened sir,” the demon replies, listing no hidden fees or expiration dates on reward miles as reasons for the chilly conditions. After further explanation of the card’s features and a call to action driving viewers to CapitalOne.ca, the devil utters the brand’s long-standing tag line “What’s in your wallet?”
“One of the things we pride ourselves on is focusing on what the consumer wants,” said Clinton Braganza, senior director, marketing and brand for Capital One Canada.
Throughout the year, the company has been “investing heavily” in consumer research, including polling Canadians on air travel rewards cards. Many people are frustrated by unforeseen limitations such as blackout dates, taxes or travel restrictions, said Braganza.
“One of the things I told the agency at the brief was ‘Let’s hone in on some of these consumer pain points…and really come up with a campaign that hits home.’ ”
Tribal DDB, one of DDB’s sibling agencies in the Omnicom Group, revamped CapitalOne.ca to increase the visibility of the No Hassle Rewards card. The site’s main element is now an ice-covered banner with the words “It really happened. No surprises at redemption,” next to a pitchfork.
More TV executions, along with print, outdoor and direct mail ads, will launch over the next six weeks.
