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Capital One boasts mobile banking through Web video initiative

By
January 4, 2013

The mobile-optimized www.whilebanking.com

Capital One has rolled out an online video series that spotlights how fast and easy the company’s mobile banking options are.

The primary goal behind the video campaign is to educate consumers on how to use the Capital One mobile banking application. Four videos are involved in the series with a fifth one planned for later this year.

“These videos were specifically designed for a Web-savvy audience,” said Pat McLean, vice president of brand strategy at Capital One, McLean, VA.

“Across the four videos, we hit a diverse audience with a primary goal of driving overall awareness of Capital One’s mobile capabilities,” he said.

“One of the main drivers of mobile adoption is simply awareness, which we expect this campaign to generate in a typically playful and entertaining Capital One way.”

Bank on mobile
Capital One is running rich media and pre-roll ads to target Web users.

The ads direct users to www.whilebanking.com, which serves as the primary hub for the campaign to educate consumers on the benefits of using mobile banking. The videos will also be featured on Capital One’s social platforms.

Users can learn about specific features of the app, such as deals, and click-through on links to download it from Apple’s App Store or Google Play from the site.

The four videos all target different demographics.

For example, one video uses the music band Dragonforce to strike a chord with younger consumers while another spot features a pair of ballerina dancers.

Via the site consumers can submit their idea for a fifth video, which the company plans to roll out later in the first quarter of this year.

The theme behind the campaign is ‘Do what you do while mobile banking’ and positions the Capital One banking app as a way to quickly manage their finances while on the go.

Calls-to-action at the end of the videos encourage users to download the app.


One of the Capital One mobile banking videos

Multichannel leverage
According to Mr. McLean, Web and mobile platforms have been successful for driving awareness of Capital One’s mobile banking services.

However, the bank also plans to incorporate mobile into its television advertising in 2013.

Multiple financial institutions have taken to TV advertising to help promote mobile services, which gives brands reach a wider reach.

Capital One has been active in mobile over the past year.

In June, the company rolled out deals to its mobile app to let rewards customers receive offers from brands including Whole Foods and Starbucks. (see story).

Then in September, Capital One added its Purchase Eraser feature to its app that lets users redeem rewards from travel-related purchases (see story).

“Mobile is an integrated part of Capital One’s marketing communications strategy and is an increasingly important channel for acquiring and servicing customers,” Mr. McLean said.

“We have seen explosive growth in mobile adoption for product acquisition and account management and we have aggressively embraced it as an advertising channel,” he said. “Thus far we have millions of consumers who use the mobile app.”

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York

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