The first two days of Capital One’s campaign saw all sections of all quality newspapers high-jacked. This total domination put ID Theft firmly on the public agenda. The use of sinister looking black and white creative worked well to exploit the newspaper environment and heighten levels of anxiety among readers. Interactive TV ads also provided further information on ID Theft and Capital One’s solution to it, thereby building its reputation as the consumer champion.

There was a marked shift in Capital One’s core equities of ‘Make Life Easier’ and ‘Emerging Leader’ which rose to their highest levels ever after being in decline for 6 months. In terms of recognition as being an ID Theft Assistance provider, Capital One went from fourth to first.