Objective

• Create a grassroots program that drove awareness in the New York Hispanic Market for the Wachovia to Wells Fargo transition

• Position Wells Fargo as the premier bank for the brand loyal Hispanic consumer

 

Action

• Created a Wells Fargo Tu Musica Tu Ritmo concert at the Best Buy Theatre in Times Square

• New York Featured artists: (Tito Nieves, Gilberto Santa Rosa, Hector Acosta)

 

Marketing

• 360 degree mass media campaign that impacted NY Metro Hispanics (in all 5 boroughs)

• Created POS materials, print ads, radio and television spots, website, and mobile marketing campaign for the event

• Managed all aspects of the event including contracting talent, venue, media component, experiential, and brand ambassador recruitment

• 15 Brand ambassadors were trained as product specialists who explained to consumers about the conversion as well as encouraging attendees to visit the website

• PR campaign with major cause related articles crediting Wells Fargo for their contribution (see impact below)

 

Impact

•  6,000 premiums distributed to attendees

• $40,000 contribution made to the ASPIRA organization from the proceeds