New Work

U.S. Bank and Carmichael Lynch Launch National Campaign to Promote Zelle®

Published on December 15th, 2017

U.S. Bank is debuting a new campaign promoting its involvement with Zelle® — a new person-to-person (P2P) payments network backed by a large and growing number of the country’s innovative financial institutions that allows consumers to make easy, fast and safe P2P payments.

Created in partnership with creative agency of record Carmichael Lynch, the digitally led campaign showcases ways people can use Zelle in the U.S. Bank mobile app. The campaign features simple, relatable scenarios where people “pay whoever for whatever, whenever” to demonstrate the convenience of using Zelle. This messaging builds upon U.S. Bank’s “Power of Possible” campaign, which speaks directly to the bank’s customer-centric philosophy and its dedication to helping consumers and businesses achieve their financial goals and objectives.

“We are excited to launch this campaign and showcase the opportunities Zelle provides U.S. Bank customers,” said Beth McDonnell, Chief Marketing Officer at U.S. Bank. “Zelle is provided to U.S. Bank customers within our existing mobile app, so we wanted to showcase the ease of using the platform to make fast, easy and safe payments.”

The new campaign is targeted at existing U.S. Bank customers to generate awareness of Zelle within the U.S. Bank mobile app. The content served to consumers differs, depending on whether or not the customers have already downloaded the app, and includes online video, digital advertising, paid social, radio spots and an extensive search campaign. The videos—30, 15, and 10 seconds— are featured as pre-roll and paid units on Instagram and Facebook, including immersive carousel and canvas units.

“The addition of Zelle to the U.S. Bank mobile app further demonstrates the bank’s commitment to its customers through innovative offerings” said Carmichael Lynch Chief Creative Officer Marty Senn. “So we wanted to extend the Power of Possible campaign and messaging while humanizing the ‘person’ part of P2P transactions by showing real-life ways that Zelle can simplify your life.”

Prior to the campaign launch, Carmichael Lynch created a PR campaign timed with the availability of Zelle in the U.S. Bank mobile app. The campaign highlighted results from the U.S. Bank Cash Behavior Survey, which was conducted by the agency on U.S. Bank’s behalf.

The survey unveiled that 47 percent of consumers surveyed say they prefer to use digital apps to make payments, versus cash. Breaking down the survey results by generations, 49 percent of millennials, 44 percent of Generation X’ers, and 32 percent of baby boomers have made digital payments. That number is expected to grow with Zelle.

Zelle was created by Early Warning, a company which is owned by U.S. Bank and other financial institutions. Zelle is accessible to over 86 million mobile banking users nationwide with already more than 50 financial institutions joining the Zelle Network®.