JENNACONVISSAR

THE CLIENT: Wells Fargo

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THE ASK: How can we inspire young Latinos to open a bank account?

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OUR INSIGHT: Latinos have a long history of making hard decisions for a better future. Young Latinos hold a lot of respect for the sacrifices their parents made to get them here, and they want to make smart choices to be successful and support them in return. They need someone in their inner circle to help guide them - someone on their team to help them make the smart play when it comes to their financial health and planning for a successful future.

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OUR IDEA: "The Smart Play"

We want to show young Latinos how opening an account with Wells Fargo is the smart play for a more prosperous future..

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To position Wells Fargo as a reliable brand that young Latinos can trust, we need to bridge the gap of misinformation and distrust by helping them establish healthy habits and teaching them smart decision-making skills as they embark on their financial journey. We'll build brand awareness across platforms and communities where they spend most of their time, offering opportunities for them to easily open accounts with tangible benefits. We'll gain their trust as we protect their assets, proving that opening an account with Wells Fargo, is The Smart Play.

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72% of US Latinos identify as gamers, with Call of Duty being the most popular. Wells Fargo recognizes the importance of protecting your assets, so we'll create a virtual bank within the game, where players can make the smart play and open a real-life bank account. Once players are Wells Fargo clients, not only are their real-world assets protected, but a new play function will be activated that safeguards their virtual assets as well - even when killed by other teams, they'll come back to life with their money intact.

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One of the largest hurdles of Latinos opening an account is a fear of hidden fees, and while the costs of alternative financial services may seem preferable as they're disclosed up front, they actually add up to a much steeper expense over time. We'll create an AR filter that compares the costs of everyday goods through the lens of banking fees. The social media filter will allow users to scan products and see how much more they're paying on average, providing a tangible reason why opening a bank account is the smart play.

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In 2024 the Us will host La Copa America,, providing an ideal opportunity to connect with young Latinos and touch on their most valuable passion point: soccer. We'll partner with Alexa to develop a skill associated with one of the most commonly asked questions: "What time is the game?" We'll evolve her normal game time response to include a prompt for users to open a bank account, offering direction access for Young Latinos to make the smart play themselves on game day.

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