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PITCH WINNER · ANOMALY TORONTO · STUDENT WORK
SOME CANADIANS
HAVE LOST ALL
CREDITIBILITY.
CAPITAL ONE · TORONTO, ON
ART DIRECTOR
Sameer Nawab
COPYWRITER
Juan Vasquez
ACCOUNT MANAGER
Charity Kingsley
MEDIA PLANNER
Sakib Salman
THE BRIEF
Use BELIEF to reach more people with credit scores below 660 and earn their trust.
THE PROBLEM
A low credit score often comes from tough life events and hurts confidence. People don't want to talk about it — they want real help, not sympathy.
THE IDEA
Turn 80% of the campaign budget into a simple $300 deposit bonus for every new customer, so BELIEF helps them start building credit right away.
BUDGET ALLOCATION
80%
Into the product offer
DEPOSIT BONUS
Per new customer
$300
TARGET AUDIENCE
<660
Credit score
Pitch Winner
Anomaly Toronto · Competitive capstone brief · Capital One Canada
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