Humanizing banking institutions presents many challenges, but this campaign had the added complexity of being B2B. As a challenger brand, Capital One wanted to reach small business owners to promote its Spark Business card. My partner and I came up with a three phase campaign.
See the strategy or scroll to watch a few of the videos.
Is this a loud, bombastic, overstatement? Yes.
Does it play a little like a knockoff athletic brand? Yes.
Did the client ask for a track that sounded like Imagine Dragons? Also yes.
Did they love the final result? Absolutely.
Beyond concepting the entire campaign with my partner, I personally interviewed each small business owners, and oversaw all aspects of storytelling during production. I was also the Creative Director for the final anthem video, which we only had two weeks to ideate, script, and edit together. This final video was an additional piece of business which I was responsible for bringing to the agency due to my work on the earlier portions of the campaign.
Using social media we created a competition for small business owners to submit their stories about how they used their Spark Business card rewards.
Once the small business owners started entering the competition we realized a larger two-fold opportunity. First, to tell a compelling business story around how each customer used their Spark rewards. And second, to convey a deeper, more human brand narrative by focusing on each entrepreneur’s personal goals, motivations, and perspectives. We interviewed the business owners, creating two videos for each to capture these dual purposes.
Once we produced Rewards and Personal videos for each business owner, we pushed them out through the most relevant channels, predominantly Facebook, Instagram, and LinkedIn. We also created a site to host all of the videos. Finally, we stitched together an anthem video out of all the footage captured, which was shown internally as a rallying cry to Capital One associates.