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.