A year or so ago Capital One launched a campaign to try and engage clueless credit card users and help them wise-up about how to get the most out of their plastic. It sank without a trace. Now the Credit Made Clearer campaign is back and gamified.
The campaign, is, claim Capital One, at the 50% of the public who admitted in a recent Capital One survey that they rarely check their monthly credit card balance.
It consists of a microsite with lots of easily-accessible, but slightly try-hard, educational videos starring a cast of colourful characters with names like Mr Flamenco and Mr Charisma and, as of last week, cash incentives.
To try to get people to engage with the site over the next four weeks and properly take in the information, site users will have the chance to win £1,000 a week by answering a simple question about one of the videos. This sum will be doubled to £2,000 in the final week.
This all sounds perfectly reasonable and the gamification aspect certainly seems a proactive way to push people into learning, let’s face it, quite dull financial information.
But does the form fit the content?
Capital One is a large credit card provider catering to a large cross-section of the market but in the last year or so its marketing has been most focused on its options for those with poor credit card scores and this latest campaign seems aimed at the same market.
Mr Flamenco may give you general holiday tips and Mr Charisma may have a lot to say about how to get the most out of your credit card but, in a broader sense, consumers need the specifics about their accounts and they need them right from the horse’s mouth.
This pretty campaign is a nice start but if Capital One really want to start engaging their credit card users with gamification they’d be better off doing it right at the day-to-day level.
Creating rewards and incentives in online account management portals could cut out the middle man – that slightly slippery ground between knowing what we should be doing and actually doing it – and leave customers with a much more satisfying, and much more loyalty-inducing, reward: keeping track of their cash.