Joe Eiden / Creative Direction & Marketing
WITH A SMILE
This is a campaign my in house creative team and I developed for Eno, Capital One’s intelligent assistant.
Objective:
Two primary objectives for this campaign were to create awareness by helping people understand what Eno is and can do and secondly drive engagement of Eno for existing Capital One customers.
Approach:
With a single minded message of “Meet Eno, your intelligent assistant from Capital One, we delivered a campaign that demonstrated its versatility across out of home, web, email and social channels. It also held its own in a new way against a sea of AI campaigns already in market promising to make your life more simple and convenient.
The campaign went on to live predominantly within social media and activations at SXSW Capital One House.
Lastly, we built a playbook for With A Smile so teams across the enterprise, including external agencies, could leverage the campaign and messaging strategy in a consistent way.
Art Director: Justin Seal
Writer: Matthew Strange
WITH A SMILE
This is Eno's moment. So, let's step front and center to immediately build some equity. First, we go big with the face of Eno—the avatar. It's something approachable people connect with, and it's the visual cue following them through the experience—so we create familiarity from the get go. Then, in its own voice, Eno strikes up a conversation. We introduce Eno's communication dynamic while spotlighting key features and functionality—making this impressive technology feel inviting and engaging.
