New Brand Campaign: Wells Fargo Celebrates Why We Work
April 24 2015 - 9:00AM
Business Wire
Ads, social media eschew product promotion for
storytelling that makes emotional connection to customers’ desires,
needs
On Monday, April 27, Wells Fargo (NYSE: WFC) will launch a new
integrated marketing campaign featuring storytelling that conveys
Wells Fargo’s appreciation of the many reasons why people work, and
resonates with consumers by connecting at an emotional level.
“By recognizing and appreciating people’s hard work, and,
importantly, why they do it, we are showing them we understand
their desires and needs. We believe their ability to see that in us
is fundamental to customers welcoming Wells Fargo to help them
succeed financially,” said Jamie Moldafsky, Wells Fargo’s Chief
Marketing Officer. “Caring is core to who we are at Wells Fargo, a
belief that very much influenced our approach to this
campaign.”
The campaign’s first TV ads will debut on Monday, with others
premiering later in the week and into next month. As each new ad
premiers, they will also appear on Wells Fargo’s YouTube channel,
other campaign elements include radio, print, in-store, ATM, online
and digital. Wells Fargo will also invite social media fans and
followers to use the hashtag #WhyIWork and share stories about what
motivates them – be it to start a family, to start a company, to
have more time to volunteer or mentor, or to have the financial
resources to care for their loved ones.
Moldafsky said the new campaign aims for a variety of
narratives, reflecting Wells Fargo’s commitment to diversity and
inclusion and its “total market” approach to major marketing
initiatives – outreach to mass market audiences through fully
integrated cross-cultural approaches and messages that represent
the increasingly diverse U.S. population and incorporating cultural
cues with universal appeal.
“We believe you can create marketing that resonates with a wide
range of people if you have storytelling with universal themes that
they can emotionally connect to,” Moldafsky said. “The message
behind our new advertising is a great example - we all work, and do
so for what are often emotional reasons. That’s a place where we
think Wells Fargo’s brand can have a very meaningful connection
with people.”
As an example, one of Wells Fargo’s new commercials depicts the
emotional journey of a same-sex couple as they prepare to adopt a
young deaf girl. The two women are followed as they learn sign
language, leading up to meeting their new daughter and helping ease
her worries by showing they can communicate with her. The ad, which
is the first national commercial for the company to feature a
same-sex couple, shows that people work hard for different reasons,
in this case to grow their family.
The new campaign is also the first time the company will feature
a television commercial for its Wholesale Banking group,
highlighting the hard work, and teamwork, that comes with growing a
company. Wells Fargo is the country’s largest commercial lender to
mid-sized, or “middle market” businesses, in addition to being one
of the largest community banks, home mortgage and consumer lending
businesses.
The new campaign is Wells Fargo’s first with BBDO-San Francisco,
its agency of record since March 2014. It is the latest expression
of the company’s long-running brand positioning, “Together we’ll
go far.”
About Wells Fargo & Company
Wells Fargo & Company (NYSE: WFC) is a nationwide,
diversified, community-based financial services company with $1.7
trillion in assets. Founded in 1852 and headquartered in San
Francisco, Wells Fargo provides banking, insurance, investments,
mortgage, and consumer and commercial finance through more than
8,700 locations, 12,500 ATMs, and the internet (wellsfargo.com) and
mobile banking, and has offices in 36 countries to support
customers who conduct business in the global economy. With
approximately 266,000 team members, Wells Fargo serves one in three
households in the United States. Wells Fargo & Company was
ranked No. 29 on Fortune’s 2014 rankings of America’s largest
corporations. Wells Fargo’s vision is to satisfy all our customers’
financial needs and help them succeed financially. Wells Fargo
perspectives are also available at Wells Fargo Blogs and Wells
Fargo Stories.
Wells Fargo & CompanyChristina Kolbjornsen,
305-523-2544christina.kolbjornsen@wellsfargo.com
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