September 14, 2021

In 2021, Pereira O’Dell set out to reposition Zelle out of the sameness of the category - by prioritizing an audience of digital-savvy 35-54 year old’s on the lookout for new technology to streamline their busy lives. POD and Zelle chose Captura Group, to collaborate with them to develop a Spanish language integrated campaign that resonated with Hispanics, a key target segment for the brand.

The objective was to create fun, relatable, and authentic families who shared the same values. The campaign features families who love talking about Zelle® every chance they get. So much so, that they seem to find a way to casually insert Zelle® into their everyday conversations. A series of thirty-second spots were developed in English and Spanish, along with online cutdowns for an August launch.


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