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Wells Fargo Ropes In the Banking Sector
Custom Attraction for Well Fargo
Goal:
Wells Fargo wished to promote its financial products and reinforce the heritage and culture of the brand to its potential clients, customers and financial services partners.
Strategy:
Wells Fargo would communicate this message to potential clients namely those attending the International Home Builders trade show.
Tactics
The Absolute Amusements creative team designed and produced a custom stage coach race complete with western sound-track, historic details and a historic finish line town. The western setting would reinforce the company’s heritage, and the race would reinforce the company’s commitment to providing quick service to their clientele and again reinforce the company’s heritage from the days of the pony express. Reinforcement of the features and benefits of Wells Fargo financial products would be placed throughout the experience.
The race even finished in an old west town, created with buildings all designed to match old time Wells Fargo offices. The details included street lights that would light up when the winner finished and 1800’s U.S. Calvary saddles to hold the prizes.
Presentation:
The design incorporated the client’s needs for a story telling experience as well as the production needs of portability, ease of set-up and protection during shipping.
A complete race sound track with automatic replication was studio recorded enveloping the excitement of the old west era. Absolute Amusements trained the client’s exhibit house in setting up and packing the exhibit to reduce costs of the ongoing promotion.
Wells Fargo’s product features & benefits were strategically placed as old west billboard signs to assist the story teller and educate the attendee. It’s just part of our “cues and clues” process mentioned in our CEO’s book.
Own The Zone:
The features and benefits messaging were placed throughout the attraction. The trade show booth also had a life size stage coach as a photo op. Additionally the attraction operator/story teller was dressed in period costume.
Target:
Potential partners, clients and consumers of Wells Fargo financial products
Results:
The final result was so impressive; Wells Fargo purchased and toured the attraction to several events.