The New Way to Pay in Quebec

Wed, 22 May 2013 00:00:00 -0400
Effie Awards

In 2011 Capital One started offering credit cards in Canada’s French-speaking province of Quebec, where the brand was virtually unknown, and almost everyone already had credit cards. The Coureurs des bois campaign was built on the insight that Capital One had to position its competitors as the "Old Way", and itself as the "New Way" to pay in Quebec.