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U.S. Bank
Found in Translation: The untold story of children who give a voice to generations.

RAN IN: United States

CLIENT
US Bank

Kelly Colbert, SVP, Creative Strategy & Delivery
Toni Sizemore, VP, Creative Strategy & Delivery
Greg Cunningham, SEVP, Chief Diversity Officer
Susan Beatty, VP, Public Affairs & Communications

AGENCY
McCann Detroit *Lead Agency


Torey St. Clair, Senior Project Manager
Courtney Davis, Account Supervisor
Daniel Lammon, VP, Strategy Director


Casanova McCann *Lead Agency


Carlos Tornell, VP, Creative Director


Weber Shandwick

Veena Raj, Executive Vice President, Media Relations Consumer
Jackie Baez, Director, Media Relations
Dayana Alvarado, Senior Manager
Libby McCarthy, Senior Associate, Media Relations CSV Consumer


SUMMARY

U.S. Bank was expanding in California, which is 40% Hispanic. They needed to connect and shift perceptions with this audience. We introduced Asistente Inteligente, the nation’s first Spanish language voice assistant for banking, which led to the insight: in America, language is access, and many new Americans don’t speak English. U.S. Bank produced a documentary, Translators, which explores the lives of child translators in America. The result: our audience felt seen, awareness increased by 13 points, consideration by 10. This perception shift grew Hispanic customers 10% YoY

CASE VIDEO


Medium Featured On Video: Digital Mktg. – Short Video (:15-3 min.),Digital Mktg. – Video Ads,Events,Public Relations,Influencer / Key Opinion Leader,Sponsorships – Unique Opportunity,User Generated Content & Reviews

Language: English