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IN BRIEF
Ask:
Challenge:
Create an awareness campaign targeting technologists to convey Capital One as an employer that is innovating technology to transform banking.
Banks have a reputation in the tech space of being stuffy and technologically antiquated.
Solution:
Introduce Capital One as a tech leader in the banking space by highlighting their technologists and the important work they create.
BACKGROUND
BACKGROUND
Capital One is a leading bank and credit card company serving millions of customers.
They offer their customers the best experience possible by using the best tech. From being the first bank to go all in on the cloud, to creating open-source software that’s used by numerous Fortune 500 companies, Capital One is a leading tech innovator in the banking space.
In order to have the best tech, the need the best technologists. Which is why they asked us to speak directly to people working in tech to convey Capital One as a tech innovator, without shying away from their enterprise brand or the fact that they are, indeed, a bank.
PROBLEM
The best technologists want to work at the best tech companies (i.e. FAANG). How can we show that Capital One is a preferred place of work for tech innovators?
REALIZATION
In order to find out how Capital One could speak to the tech community we had to know what made technologists tick. So we asked...
What inspires you to work in tech?
"I have a deep-seated desire to help people."
- Product Designer, Zoc Doc
Technologists are on a mission to help people through tech while Capital One is on a mission to change banking for good by bringing ingenuity, simplicity, and humanity to banking. We can see this throughout Capital One’s offerings and actions, such as their tech college, small business card, and eliminating over draft fees.
OPPORTUNITY
Make technologists the face of Capital One, highlighting how the tech they make helps people by creating a better banking industry.
STRATEGY
Humanity is why. Tech is how.
THE PLAN
"Hello world" is the tagline for this campaign. To most people it's a way to introduce yourself, but for those in tech it's known as the first line of code you write in your first computer program.
Step 1: Own the conversation.
Bring Capital One technologists to the forefront by introducing them in TV spots, reaching far and wide to get the message across. These spots will cover how Capital One's technologists make tech for good.
Step 2: Win the people.
Capital One will continue to highlight their technologists on social platforms such as Reddit, Twitter and LinkedIn. They'll even encourage other companies to introduce the people behind their tech.
Step 3: Win the technologists.
Capital One will make sure they're reaching their target technologists with banner ads on websites popular with the tech community.
Step 4: Drive the tech conversation.
Further the connection with Capital One technologists by letting Reddit users interact with them through an Ask Me Anything session.
HELLO WORLD, IT'S NICE TO MEET YOU
THE TEAM
Zoe Alexander (Art Direction)
Ira Birch (Experience Design)
Karah Smith (Strategy)
MY ROLE
Client management, project management, consumer interviews, secondary research, comms planning, deck building
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