Capital One

Share this article:
Capital One
Capital One

Since it was founded in 1988 as a credit card issuer, Capital One has become one of the 10 largest consumer banks in the US, with 45 million customer accounts. Its marketing efforts established the brand as a household name. By the late 1990s, the company added auto loans and savings products to its portfolio, and it built a campaign to make consumers aware of the additional products.

“We introduced our brand campaign in 2000 to generate consumer awareness of the Capital One name,” says Pam Girardo, senior director of external communications at Capital One. “The ‘What's in Your Wallet?' campaign took us from ‘Capital Who?' to a household name. We achieved near-universal awareness levels – 99% – among US consumers within three years of launch.”

A series of acquisitions followed the successful campaign. Hibernia Bank, North Fork Bank and Chevy Chase Bank were all folded into it.

Using television, print, direct mail, promotions, online and community-engagement channels,
the company employs an integrated approach for brand awareness — as well as customer acquisition and retention.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in 30th Anniversary Issue

Sign up to our newsletters

Latest Jobs:


Company of the Week


Founded in September 2009, Stirista is an integrated marketing agency that specializes in micro-targeting via traditional and digital channels. Our mission is to help companies, non-profits, and universities alike find new prospects and better understand their existing contacts. We are on the preferred vendor list for a handful of Fortune 500 companies with three of the ten largest companies in the world turning to us for marketing insights. To put it simply, we're young (at least at heart), ambitious, and sometimes impulsive-but always hungry for new ideas.

Featured Listings

Stirista

Stirista

Founded in September 2009, Stirista is an integrated marketing agency that specializes in ...