ABOUT

Capital One wanted to drive awareness and generate a pool of targetable leads for QuickCheck, a credit eligibility checker that shows your probability of being accepted for credit before applying, without affecting your credit score. An improved version now provided a definitive YES/NO answer rather than your likelihood.

Challenge
Certainty Bias’ explains that, somewhat irrationally, people are happier when they know the outcome of something, even if the outcome is negative. Uncertainty around credit acceptance stresses people out and prevents them from applying. By emphasizing total certainty, we could reduce people’s stress and make the process more attractive.

Solution
To demonstrate certainty, we used real responses. We asked real people on the streets: ‘What would you like to be certain about?’ capturing unscripted and often hilarious answers. We concluded with something everyone agreed on: it’s good to be certain with credit. This became a series of charming films.

Results
The 30sec films enjoyed a completion rate of 55.27%. Not bad when the average watch for branded content is 10sec.
As well as driving 1 million people to the Capital One site, we created a pool of 11 million potential customers to retarget with conversion comms.