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Capital One UK launches its ‘One Good Thing’ brand campaign with new ad

On 1st August Capital One UK launched its new brand campaign: ‘One Good Thing'.

The campaign platform was born out of research that found six out of ten people don’t trust a brand until they see real-world proof that they’ve kept their promises. 

To address this trend of declining consumer trust and scepticism, the campaign’s core strategic concept of ‘small actions speak louder than big words’ was developed. Capital One UK believes the way to effect real change for the better is to focus on tangible outcomes one small, good thing at a time.

The launch advert, Like Everyone’s Watching, paints a series of vignettes illustrating the temptation to get away with taking more, giving less, bending the truth, or shirking responsibility when you believe no one is watching. The ad is then contrasted with Capital One UK’s promise to “simply always do credit as if everyone is watching”.

With the ambition to go bigger than ever before, the campaign launched across a variety of channels such as Broadcast Video On Demand, social media, cinema, and radio. Outdoor advertising has also played a big role, using premium digital sites across the country such as Waterloo Domination, Old Street Roundabout and the world-famous Piccadilly Lights, with DeepScreen tech to bring the ‘ONE’ creative to life.

The campaign was also launched internally to associates, who walked into the office during launch week to find both the Nottingham and London offices re-branded with the colour scheme of the campaign, including real-life 3D floating versions of the incredible ‘ONE’ logo. Associates also enjoyed a special movie-themed lunch menu this week, and took part in a competition to celebrate the new ad being displayed in cinemas across the UK.

Andrew Clayton (he/him), Head of Brand at Capital One UK, said: “From our commitment to always give customers the APR they’re offered, to account servicing through our award-winning app, great customer experiences are at the heart of how we do business. Our ‘One Good Thing’ campaign brings this to life and highlights how small actions can ladder up to achieve this. None of this would be possible without the dedication of our amazingly talented associates, so it’s a great moment of celebration for all of us”.

To watch the full 60 second ad, click here.