Building a relationship between one of America's most innovative legacy banks and the next generation of leaders.

Client Brief

Business Problem: Wells Fargo is one of the country's oldest, largest, and most innovative banks, but is struggling to understand how to build a relationship with younger audiences.

Client Goal & Agency Expectation: A campaign that earns Gen Z's trust by communicating that Wells Fargo's innovation will help them achieve their goals.

Analyze

Brand Value & Campaign Message: "We Dare You" / Wells Fargo has always been ahead of the curve within its category and challenges Gen Z to use these tools to change the world.

Target Audience: "Change MakerZ" / High school and college students + recent graduates / Motivated by challenge, significance, and achievement.

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Owned & Shared Media

“How can Wells Fargo leverage its track record in innovation, sustainability, and philanthropy to create interesting, interactive, and shareable content?”

Deconstruct

Brand Essence: Wells Fargo's innovations have always been ahead of their time and granted customers more control to personalize their banking experience.

Strategy: We partner with LEGO and innovative content creators to empower young people to creatively showcase how they can change the world to gain earned media from the unorthodox collaborations.

Synergy: LEGO and Wells Fargo are committed to sustainability, encourage creativity, and provide tools to bring your innovations to life.

storybuilding

Rebuild

Rebranding: Out of home ads in 7 key areas* guide the tone of the whole campaign with an eye catching look and feel that would not be associated with traditional bank advertising.

*California, Texas, New York, New Jersey, Washington DC, Missouri, and Minnesota

Measurements: 4B social impressions /100M views / 5M mentions / 1M LinkTree visits / 5% CTR / 3% engagement