Capital One wanted to leverage its 40” creative in a high impact environment to maximise its impact on key brand metrics and drive cut through of its new ‘that’s credit done right’ positioning.
Cinema was also included on the plan to help drive quality and trustworthiness perceptions of the brand. With research having shown that the audience perception of cinema as a premium environment can transfer to the brands advertising on the big screen, Capital One wanted to harness this to build positive brand perceptions and further consideration.
Plan
With a strong slate of titles releasing in cinemas across the summer, Capital One bought an AGP to maximise reach of its target audience as part of a multi-media mix alongside BVOD, social, online video, outdoor and radio.
Capital One’s ad featured in the reel ahead of titles including Shang Chi And The Legend Of The Ten Rings, Candyman, Free Guy, Jungle Cruise and Space Jam: A New Legacy.
