Wells Fargo
Overview
We crafted a campaign that aimed to create new customer relationships and solidify existing relationships between Wells Fargo and its growing Hispanic clientele in a competitive marketplace.
We employed an integrated campaign that included television, radio, print and other non-traditional vehicles to reach our audience across 26 Hispanic dense Wells Fargo markets. Wells Fargo also used online to engage prospects and current customers to interact with the bank and spend time with its calculators and more detailed information.
Results
The tracking study revealed an increase in top-of-mind awareness and unaided advertising recall:
• Advertising recall for the “Someday” campaign exceeded Bank of America’s “Opportunity” campaign in 2008-2009
• Well’s Fargo “Someday” campaign resulted in positive marks for most valued Wells Fargo brand attributes versus Bank of America
• The Wells Fargo online campaign exceeded the financial category norm with interaction time 74% above financial industry benchmark
• Specifically, online time averaged 6.8 seconds versus the 3.9 second benchmark (+74%), and was as high as 8.8 seconds
