Capital One’s sponsorship was highly effective at reaching a football audience, but was not making an impact with a proportion of the target ‘high street’ customers who were not interested in football. For the 2014–15 season, Capital One wanted a campaign that positioned them as a supportive brand, maximised the sponsorship of the League Cup, but transcended interest in football.
We developed Capital One Little Legends – a campaign that celebrated children’s imagination and enjoyment of football. The campaign launched with a ‘Kids for a Quid’ ticket offer at Round 1 of the Cup, followed by a Facebook promotion giving away 1,000 kids' footballs a day throughout October. We celebrated with a Big Kick-About in Nottingham – Capital One’s home town – featuring a helicopter, thousands of balls, Ian Wright and Clive Tyldesley.
For the Capital One Cup Final, we worked with media partners to recruit a team of Little Legends to play a starring role, spurred on by the Kaiser Chief’s Ricky Wilson and former footballer Fabrice Muamba. From a choir leading the national anthem, to a kit hanger, a match ball carrier, half-time penalty takers, and a matchday journalist, we made sure the culmination of our season’s work went off with a bang.
‘Little Legends’ succeeded in appealing to parents, whether they were interested in football or not, while also resonating with the core football audience. The campaign had a positive impact on Capital One’s brand metrics, and the hero content achieved over 2 million views.