Wells Fargo Must Win Markets was a two-part ask.
Part One: Create a nationwide, recognizable ad campaign that helped bring awareness to the added features of the Wells Fargo Mobile App.
Part Two: Create a targeted social media campaign tailored to 8 individual cities across the US, highlighting those features in the Wells Fargo mobile app and showing locals that Wells Fargo can meet them in their hometown, and with their banking needs.
In order to achieve this, our team split and worked on two productions at the same time! Team 1 focused on the nationwide campaign, while Team 2 led by myself a fellow co-producer worked on the market specific content. We planned our shoots in each city including San Francisco (9 total), and got to work hiring a traveling crew and local talent from each of the markets. We had to work quickly and efficiently as these were all to be produced in 3 months with a very tight budget.
Our teams tailored content to a multitude of different platforms including broadcast, new media, online video, social media and print. While our nationwide campaign spoke about Wells Fargo and their mobile app at large, our market specific content spoke directly to consumers about the benefits Wells Fargo could offer them in their own neighborhoods. We referenced specific branch locations and filmed in well known local hot spots to capture the attention of our audience and drive recognition of a brand meeting customers on their level.