VentureSM Rewards CardThe Challenge
Nobody is better at tailoring payment solutions to distinct consumer groups than Visa and Capital One®. Take the VentureSM Rewards card, launched jointly in March of 2010 to serve affluent cardholders as a premium travel rewards credit card. It awards double miles on every purchase without the typical restrictions of other rewards programs, an ideal offering for well-heeled spenders on the go.
Visa and Capital One asked Clock Four to introduce the Venture Rewards card to the online marketplace by building its digital “home,” a microsite that would be tied to a multi-million dollar national advertising campaign. The site would need to establish the Venture Rewards brand, educate consumers and the media about the program’s benefits and help acquire applicants while smoothly accommodating potentially high volumes of traffic.
The Solution
Creating a microsite to support such a massive campaign required Clock Four to move quickly on several strategic and creative fronts. We conducted an intensive competitive and brand positioning analysis, mapped out the site’s information architecture and its overall design, and created high-impact copy and animated infographics. We also developed a unique interactive tool that would enable visitors to plug in their personal spending patterns to see exactly how the program’s rewards would surpass those of other cards.
The Venture Rewards program swiftly took its place among Capital One's successful offerings, even becoming Money® magazine's "best rewards card if you aim to rack up airline miles." And, as the numbers show, the microsite clearly hit its goals.