Rockstar

Avoid Skyrocketing Rates, Oh My!

By: Jeremy Gutsche - Published: • References: trendhunter
These Capital One Canada Rocket ads just hit the media last week. In short, the ads suggest that you can avoid skyrocketing interest rates by signing up for Capital One's Prime+0.9 no fee card. Unlike the Canadian competitors, Capital One Canada's rates don't skyrocket after a few months, sending you into outer space.

I like these ads for two reasons: (1) they reinforce the product's unique value proposition; and (2) the ads are for my product! Disclosure time: When I am not building Trend Hunter, I am the Business Director of Capital One's Upmarket business, so these ads do plug my team's (killer) product. On a related note, I've announced that I'm quitting to work on Trend Hunter full time!

For some more context behind the ads: In Canada, the card market is controlled by an oligopoly of five major banks. They typically solicit new customers with low intro rates, which skyrocket to roughly 20% after a few months. In contrast, our rates stay at Prime+0.9%. However, people are so trained by the big 5 banks, it can be difficult to believe that our low rate is real! These giant rockets do a pretty good job of getting the point accross.

Special thanks to the team, especially Rose for writing the killer brief, Sandra for making it all happen, and Joel for making rockets a reality!

Client Marketing Manager: Rose Maninang
Client Marketing Director: Clinton Braganza
Account Supervisor: Sandra Stinchcombe
Account Director: Wendy Caricari
Copywriter: Chris Booth
Art Director: Joel Pylypiw
Account Creative Director: Andrew Simon
Accound Director: Melanie Johnston
Producer: Melanie Lambertsen

Our last couple campaigns in Canada became quite viral. The first, our Hands in Pocket ads, showcased traditional old bankers always following with their hands in your pocket. Whether you're trying to play tennis or go to a restaurant, they're always stuck behind you. The ad was accompanied by a jingle which penetrated pop culture and resulted in numerous parodies. My favourite was when Rick Mercer created a "Knees in Crotch campaign" to speak out about federal taxes.

Check out the older ads here: