Digital adoption via a virtual financial assistant platform

Used cultural context and partnership storytelling to drive habitual use and understanding of a consumer banking assistant across digital touchpoints.

Led sports team and race partnership activation and creative development across MLB, NFL, NBA, and NASCAR/ROVAL ecosystems.

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Challenge

Break through a crowded AI and chatbot landscape while building trust and helping consumers understand practical, everyday use cases.

Approach

  • Authored a creative brief that connected complex product value to real customer and fan moments through sports-themed creative across enterprise partnership properties (MLB, NBA, NFL, and NASCAR/ROVAL).

  • Activated an integrated go-to-market motion across owned, contractual, and experiential channels, bridging digital-first product storytelling with brand-led moments.

  • Coordinated cross-functional stakeholders, local markets, team partners, agencies, and vendors to keep messaging consistent across assets.

  • Integrated a partner ecosystem and marketplace-style motion to expand distribution and strengthen the end-to-end value proposition.

Outcomes

  • Reached tens of millions of users and supported tens of billions of digital interactions/logins through a digital-first experience designed to build habitual use and product understanding.

  • Used culturally relevant sports passion points to make everyday AI assistance more approachable and easier to understand, supporting digital adoption through trusted contexts.

Public proof

  • Public-facing asset (ATM creative, blurred for proprietary context)