Given that the credit card cash back category is a very competitive one, Bank of America created a solution to stand out among competitors and deliver a product appealing enough for the audience to tap into. Its new campaign brought an attractive limited time offer that would bring its cash back up from 3% to 6%, for the first year after account opening. This strategy allowed the brand to shine in an already saturated credit card market.
To find a compelling way to break through the credit card clutter. The efforts had to appeal to both Latino and mainstream audiences in a way that could be memorable and that could live in a relevant space leading into a major soccer and FIFA World Cup sponsorship that Bank of America was about to embark into as a major sponsor.
The campaign had a soccer angle, both in Spanish and English, strong in social media, focusing in a rapidly increasing category: Online purchases. The ads began to air during the Club World Cup and in the dawn of the FIFA World Cup 2026, for which Bank of America became the official bank sponsor. Hence, the nod to soccer in the Creative and the emotion around the sport that made this campaign so uniquely appealing to Latino and Total Market audiences, by showcasing real life-like stories in an emotional and funny way that capture the profound and unexpected moments that made up the human experience stick to the audience’s hearts and minds.