Ah, the holiday season. What can be said about it that hasn’t already? And how can an advertiser bring an element of surprise and delight that would stand out from all the other holiday hoopla? That was the challenge faced by Capital One and its agency partners, Mullen and HYFN.
The campaign, #WishForOthers, was envisioned to be a tug-at-the-heartstrings curation of user-generated content. Customers were to express their holiday wishes for others, large or small. All would serve as powerful reminders of the simple concept: ‘tis better to give than to receive. Capital One would contribute $1MM making these individual wishes come true.
For the brand, this was a high-profile attempt to connect with its upmarket clients in a new and meaningful way. All while doing good for the community during the 2014 holiday season.
Milo created an online engagement vehicle that accomplished three things:
#WishForOthers proved to be a beautiful exercise in wish fulfillment that reached a large audience of:
It helped reposition the Capital One brand in its customers’ minds. And it helped Milo position ourselves as a trusted agency partner moving forward.