The Banking Reimagined Tour was designed as a financial empowerment tool on wheels focusing on tapping into people’s goals and dreams instead of a dive into their finances. To begin their personalized journey, participants were first invited, using emojis, to describe their relationship with money (“How do you feel about your money today?”).

Visitors then explored personal values important to them (examples: having a purpose, family) and goals (examples: buying a house, starting a business) by swiping left and right to questions on a giant, interactive touchscreen wall (22’ x 5’). A Microsoft HoloLens experience followed, highlighting some of these experiences so they could start to visualize their goals. Finally, guests were invited into private video booths to see a personalized roadmap helping them to start to reach their goals and record a personal message to themselves to be sent to them in the future (up to 6 months later).

The Banking Reimagined Tour visited cities that have or will have a Capital One Cafe. In markets where a Cafe is open, such as Glendale, CA, space was secured nearby to create a seamless experience. In cities where a Cafe isn’t open yet, areas with high foot traffic were selected to draw visitors. The Tour took place over a span of two months, with a two-day stop at each market.

Technology and how it can help you manage your personal finances was a major focus, as executed through tablet questionnaires (which utilized emojis and graphics), cutting-edge touchscreens, virtual reality and a nod to social media with a selfie video element.

The Tour culminated with a spot on Ellen, where host Ellen DeGeneres interacted with the Banking Reimagined trailer and selected one individual from her audience with a powerful story to work with Capital One to map out their financial future.

Over 40,000 people saw the Banking Reimagined Tour across the 10 markets, with an additional 248 million viewers and an increase in Café visitors as a result of the Ellen appearance. Plus we garnered more than 430 million impressions.

The consumer response to the Banking Reimagined Tour was overwhelmingly positive, with visitors feeling a newfound level of comfort, security and pride in their personal finances:

“This Capital One setup is so 2025. You're ahead of the game.”

“This definitely made me think about what is important in my life and how I can start focusing my money on these things.

“The Hololens was amazing! I loved the virtual reality experience. It made me rethink my financial goals.”

“This is a great way to get people to start talking about their money.”