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Wells Fargo puts mobile banking at center of new marketing campaign

May 2, 2013

Wells Fargo has launched a multichannel marketing campaign that aims to educate consumers on the benefits of mobile banking.

The Wells Fargo “Done” campaign includes television, online and mobile components and highlights multiple areas of the financial service’s mobile banking features, such as mobile deposit and transfers. The campaign is meant to show how mobile banking is a natural extension of what consumers already do on their mobile devices.

“The campaign focuses on how Wells Fargo makes banking convenient for our customers,” said Rachelle Barlow, marketing manager at Wells Fargo, San Francisco.

“There are many ways to do this from our vast network of stores, ATMs and online banking,” she said.

“However, to date, we have not fully focused on our mobile capabilities and how our customers can get their banking done the way they want to.”

Bank on mobile
Wells Fargo has created a microsite for the campaign at, which serves as a hub for all parts of the marketing efforts.

The microsite targets three areas of Wells Fargo’s mobile offerings – SurePay, deposits and locations and ATMs.

Each section gives consumers a quick run-down of how the feature works.

For instance, the section on Wells Fargo’s SurePay feature uses a video to show consumers how they use their mobile device to transfer funds to a friend or family member.

Additionally, two buttons to sign up for a Wells Fargo account that redirects consumers to pages on Wells Fargo’s Web site where they can either compare accounts or open up an account.

Photos on the page are meant to mimic photos that consumers snap on their mobile devices, such as food or pictures of their family and pets.

To promote the microsite, Wells Fargo is leveraging a variety of different advertising initiatives.

The company is running banner ads in the Pandora iPhone app that feature scrolling animation to promote mobile deposit, for example.

Additionally, the company is running YouTube masthead ads.

Television and online video components also show consumers how easy it is.

One spot features a dad running errands with his son while using his mobile device to send gifts and deposit checks.

Six commercials have been created for the campaign.

Mobile past
Wells Fargo has been in the mobile space for quite some time.

Most recently, the company reported that it had reached 8.5 million mobile bankers, making it the fastest-growing medium for the company (see story).

Additionally, the brand rolled out person-to-person payments last year to help clients more seamlessly complete transactions (see story).

Although mobile banking continues to grow, consumer education is still a challenge for many financial institutions.

Therefore, leveraging other channels such as television and online to promote mobile banking is a great way for Wells Fargo to not only attract new clients but also retain existing users.

“Customers download the Wells Fargo mobile app to their smartphone or tablet to access our mobile banking services,” Ms. Barlow said.

“They can also access our website through their mobile browser,” she said.

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York

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