the pr creator
well's fargo
A leading pioneer in the banking and finance industry providing a plethora of resources and services for consumers to achieve their financial goals.
As they celebrate 170 years of being a pioneer, they now seek to refresh their brand experience on a newer level, with the intentions of capturing the attention of Gen Z.
the thought:
How can we define a relationship of the future between Wells Fargo and Generation Z?
the plan:
To begin building a lasting relationship, Wells Fargo needs to accentuate its pioneering spirit and identify the segment of gen z this will most resonate with.
Gen Z, rather Zoomers are a new generation of pioneers. They live where things move at the speed of their lives & they take money matters into their own hands.
Zoomers want more than a bank... they want a catalyst that empowers them to keep moving. Wells Fargo is everywhere Zoomers are, and anywhere they can imagine.
#HowFarCanWeGo?
what we'll do:
We’ve shown how far we can go with Well's Fargo through digital print advertisements, timebased advertisements, a newly improved campaign microsite, a brand partnership and event, initiative into the metaverse, and an overall brand refresh.
Print & 2D Advertisements
These ads will be strategically placed throughout the city and outside of Well's Fargo branches, in an effort to meet zoomers where they are. For example: Subway stations for the Zoomer on the go!
Campaign Microsite
Our 2D advertisements will feature a QR code in which will direct persons to our unique campaign microsite. This microsite serves as a hub that'll highlight information on audience specific products and services, events, Corporate Social Responsibility and how to get involved in real time.
The goal of this microsite is to meet Zoomers where they are, now on a digital platform. By providing them with a straightforward description of topics/information they would be most interested in. The site will also hone in on the Well's Fargo Instagram account, so users can stay connected!
Brand Partner & Activations
“I've always done whatever I want and been exactly who I am."
20 year old Billie Eilish has been a pioneer in breaking boundaries for Zoomers. As California native, vegan and environmental activist, her non-conformist career and attitude mirror all things unique to Gen Z.
Earth 2 Anywhere Benefit Concert headlined by Billie Eilish, on Earth Day in Miami. How far can we go for our planet?
Concert will benefit Future Coalition, one of their main causes is Youth Climate Justice.
Wells Fargo cardholders will receive an exclusive presale advantage such as discount codes to purchase tickets, as well as many other perks at the concert like discounted food and beverage.
Wells Fargo card holders can enter to win a signed Billie vinyl. Vegan Food Trucks featured at the concert including Billie's vegan chocolate bar will also be sold with 17% of the proceeds going to Future Coalition.
Social and Activations
Brand refresh online with more people-centered imagery, bold photography, color scheme
User generated content, interactive stories and carousels, recap reels and stories
Earned Media
Unconventional placements for Well's Fargo. Way in via brand partner.
going even further:
Well's Fargo will be entering the Metaverse
The Way In:
Entering the metaverse has untapped potential. It is a unique, unconventional way for Wells Fargo to go further than any bank has ever gone before. In doing so, we are taking Wells Fargo into the future.
Well's Fargo x Wilder World:
Wells Fargo's will partner with Wilder World to further their presence into the Metaverse. There will be a central Wells Fargo Hub which customers are able to experience Wells Fargo in unique integrated ways. The hub itself will have a Wells Fargo Advisory team who will serve as a bridge between the real world and the Metaverse.
Wells Fargo’s purpose in the Metaverse will be to take their 170 years of financial experience and translate that knowledge into how finance works in the Metaverse.
taking employees far
Educate Wells Fargo employees on the metaverse and the role they can play as pioneers in being a bridge between the real world and the virtual world to Wells Fargo consumers.
Ensure Wells Fargo employees feel part of this new pioneering adventure by asking for their ideas in employee resource groups. - inclusivity
Work with younger Wells Fargo employees to become ambassadors of the Wells Fargo X Wilder Worlds partnership to bring other Wells Fargo employees on board.
the evaluation: