So some advertisers are not feeling the new Wells Fargo / Wachovia commercials for their Way2Save program, and while the two spots are by no means revolutionary in the world of bank marketing, they are doing a couple things right.
Created and produced by DDB West / Epoch Films, the spots focus on individual people’s stories and address how Way2Save meets their unique needs. You might not closely relate to the dog lady who spends every penny rescuing neglected canines, but you understand how the financial product helps her save for the thing she cares about most… pups. The stories make Way2Save personal. Thumbs up.
To find out all the nitty-gritty details, you actually have to go to the website, indicating that the bank is probably not trying to compete on rates. Actually they make no mention of APY at all. Another thumbs up.
There’s been some criticism that the spots are choppy and some of the metaphors totally irrelevant…I can see that. But I don’t think it really muddles the overall message, which is “our product meets your unique, one-of-a-kind, situation and needs”.