Early Warning: Data rules everything around me (D.R.E.A.M) – How Zelle used data to make “Everyday Better”

Zelle, a digital payments network, increased usage and awareness of its payments platform in the US by launching a campaign to show how it could be applied in everyday life.

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...

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