Campaign details
Brand: Early Warning Agency: Huge
Situation analysis
Two short years ago, Early Warning introduced the U.S. public to a new way to pay friends and family within minutes - right from the convenience of their mobile banking apps with Zelle®. A national advertising campaign featuring Tony-award winner, Daveed Diggs, complemented innovative bank-led marketing, to help rocket this service to near-household name status in record time. The initial campaign drove aided awareness to a peak of 48%.
Despite this, actual usage of Zelle was plateauing. Consumers were using it once or twice a month, and not...