Lowe Roche
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Capital One • o.b. • Mackenzie Investments • Toronto Zoo • Stella Artois |
Capital One
Since 1997, Capital One had built a sizable Canadian customer base, mainly using direct mail and telemarketing to promote their low-interest, customer-centric credit cards. However, research showed that while Canadians were familiar with the name, few had any Capital One brand associations. To continue to build their business, they needed to build their brand.
Lowe Roche’s key insight came from the dominance of the big five Canadian banks and the fact that otherwise savvy consumers had grown accustomed to accepting exceedingly high credit card interest rates. The result was the “Hands in your pocket” TV campaign, a series of several funny ads highlighting how perverse fees are, symbolized by a “banker” with his hand in a consumer’s pocket whether he’s working out, dancing or dining.
While results are confidential, there has been a substantial increase in the number of people applying for and using the Capital One credit card since the spots launched. Another telling sign of the campaign’s success – it was spoofed on CBC’s Royal Canadian Air Farce and by comedian Rick Mercer whose version was called “Knee in My Package.”
Television
 Anthem |
 Sushi |
 Surfer |
 Row Boat |
 Construction |
 Race Car |
Website
 Viral Email |
 Website |
Website |
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Public Relations
 Editorial |
 Hands In My Pocket Song |
 Air Farce |
 Air Farce |
 Rick Mercer |
 Knee In My Package |