Wells Fargo: My other team is Mexico

Wells Fargo, a financial services company, increased the uptake of affinity cards in the US by launching a social and TV campaign that encouraged the public to support the Mexican National Team in the 2018 FIFA World Cup since the USA didn't qualify.

Campaign details

Brand: Wells FargoAgency: BBDO San FranciscoCountry: United States

Objectives

We needed transform an existing, niche, World Cup-related sponsorship into an entirely new, powerful way to move the masses during a period of recurring negative news cycles for the Wells Fargo brand.

The key objectives of the campaign were:

  • Change consumer behavior: Ignite a positive conversation.
  • Overachievement on brand metrics: Engagement through digital and social.
  • Improve brand health: Positive interaction after 18 months of sentiment decline.
  • Create short-term sales: Adoption of Wells Fargo Affinity Cards.

The benchmark for sales that we used centered on...

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