U.S. Bank / USACreative Commerce · Social
Translators.
U.S. Bank launched its Spanish-language voice assistant through a documentary about children of immigrants who translate for their parents.
- Brand
- U.S. Bank
- Agency
- Weber Shandwick
- Market
- USA
- Region
- Global
The challenge
The bank needed to introduce a bilingual voice assistant without a feature-led message.
The idea
A 20-minute documentary by Rudy Valdez, backed by Leslie Grace and John Leguizamo, premiered at film festivals and screened in community centres and branches. Sound booths captured people's own translation stories.
Results
- 16.7 billion earned impressions
- Usage of the Asistente Inteligente assistant up 220%
- Brand awareness up 13 points and consideration up 10 points
Case study source: Activation Ideas Source ↗
