Capital One launches World card to target UK’s affluent

Capital One is planning to tap into the “mass affluent” market with a new World Mastercard, as part of a strategy to reposition the company as a financial services provider that offers more than cards with 0% transfer rates.

It is the first company to launch the World card – Mastercard’s new “kitemark” credit card brand – in the UK. The World branding, which is displayed prominently on the plastic, is the first to “guarantee” a minimum of rewards and benefits.

Capital One is supporting the launch with a £5m campaign, created by DDB London, which breaks next week. The ad will highlight the card’s cashback offering, which Capital One claims breaks the industry mould by offering one flat rate. It retains the “What’s in Your Wallet?” strapline.

The TV spots feature a soul music choir singing the words “big fat nothing” and accosting shoppers in a variety of situations.

Capital One head of brand marketing for Europe Justin Basini says the song could be released as a ringtone or iTunes download later in the year.

Mastercard has plans for World to become an established benchmark for customers shopping for cards, and is launching its own campaign to highlight the card’s benefits – a first for the company which has previously used only brand advertising.

It says consumers are confused by the varying standards from bank to bank of gold and platinum cards, and says World aims to bring clarity to the market. The television push, which is voiced by Star Trek: The Next Generation star Patrick Stewart, will air predominantly on Channel 4.

Mastercard says World will target a UK mass affluent audience of about 7 million – a market the credit card does not currently cater for. All World cards guarantee comprehensive travel insurance and an assistance scheme, alongside a rewards programme.