Background
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
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.
Results
Capital One’s cinema campaign was a success with exposure to the ad on the big screen delivering significant uplifts across a range of metrics.
+129%
increase in awareness of recent advertising from Capital One to those exposed cinema.
+30% & +32%
Uplift in brand perception, with Capital One seen as more trustworthy and as a brand that 'does credit the right way' vs. the control group.
3x
more likely to consider Capital One as their 'first choice' for a new credit card among those exposed to the campaign in cinema.
