CAMPAIGN & DIGITAL ACTIVATIONCapital One: Café campaign
Our primary goal was to leverage Capital One Travel's strong positioning to create an immersive campaign, within café locations, that highlight its superior travel benefits. Launched in early winter, the campaign and activation aimed to capitalize on the "new year, new trip" mindset, raising awareness, inspiring, and empowering customers to plan and book travel.
Our StrategyTravel with confidence
Recognizing that many perceive travel as inaccessible due to cost or planning complexity, our strategy focused on assuring customers that Capital One makes travel attainable. It positions Capital One as a partner that provides dynamic tools and perks, giving travelers control over costs and rewards, thereby building confidence.
Our Concept & Art direction
Take the trip
Our art direction is vibrant and powerful, utilizing bold and unexpected colors to create an inviting, imaginative, and inspirational world, serving as an antidote to the winter blues.
Our color-drenched café environments gives customers the inspiration to overcome the initial booking paralysis many face.
Digital activation:
Aura photobooth
Customers step inside an oversized arch pop-up for a custom aura portrait. Outer exterior would feature an LED display that would showcase gorgeous destinations being washed over with various aura colors inspired by the Capital One brand.
Inside, we have a camera and touchscreen that snaps a selfie and analyzed their color profile based on their aura and recommend travel destinations based on their results, educating them on how Capital One Travel can help elevate their journey. They can email themselves their results and image to share their experience online.
The user journey of the entire digital pop-up experience
Key frames from the pop-up experience
The range of aura readings based on destinations that we were able to showcase.
Social templates for users to share out after they receive their readings.
Email template sending out readings results featuring destination recommendation.
Hub wall (left screen): Customers are invited to take a quiz to determine their travel aura. Once their aura results are generated, it will walk them through a travel destination inspired by their results. It will also educate them on the benefits of Capital One Travel.
Hub wall (right screen): Users can learn more about the airport experiences offered and highlight lounges/locations.
Supporting digital activation:
Hub Wall
An additional interactive storytelling area that would support the pop-up in key locations. In other locations, it would stand alone. It is crucial that users get a similar experience from the pop-up aura reading without forfeiting authenticity or information.
We decided to go with a quiz featuring a series of questions that then “read” the users aura to get their recommended destination.
