Agency: McCann Detroit
Client: U.S. Bank

Last year, U.S. Bank was expanding in California, which is 40% Hispanic. To earn our way into the lives of these consumers, we needed to understand their lived experience. Which led us to something a lot of us take for granted: language.This inspired Asistente Inteligente – the first and only Spanish language voice assistant for banking. Only 23% of immigrants from Spanish speaking countries speak proficient English. But that number jumps to 94% for their grandchildren’s generation. Because of that, millions of first-generation kids become their family’s translators. It’s one of the most American stories that had never been told.