Wachovia / Wells Fargo - Way2Save

The Company
Wachovia, now part of Wells Fargo, is one of the nation's largest diversified financial services companies. Wachovia provides a broad range of retail banking and brokerage, asset and wealth management and corporate and investment banking products and services to household and business customers.

The Task
Addison Whitney was engaged by Wachovia in 2007 to create the brand name for this new savings program. Wachovia developed a high interest rate savings program that allows individuals to transfer $1.00 from their checking accounts into a new special savings account each time they make a check card purchase or electronic payment. At the time of program launch the bank guaranteed a 5% interest rate on every dollar saved for the first year and an additional 5% bank match bonus (up to $300) at the end of 12 months.

The Addison Whitney Solution

Verbal Branding
The Way2Save name was created with the underlying purpose of having the program be instantly recognizable to its target audience while also subtly conveying the rewards associated with the program. The name was built around a strategy that focused on the concept of rewarding customers with a substantial incentive.

Since being acquired, Well Fargo has decided to rollout the program nationwide. In September 2008 the program reached its one millionth member. 

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