The document discusses U.S. Bank's S.T.A.R.T. savings program, which aims to help consumers save money in a simple and rewarding way. The program allows customers to choose how they want to save, such as a fixed amount each week or with every credit/debit card purchase. Customers are rewarded with $50 Visa gift cards for reaching a $1,000 balance and maintaining it for a year. The document provides information about the program in both English and Spanish to encourage signing up.

1. Brands
without
borders.
™

2. Our strategic and
creative mantra:
Insight-Driven Innovation

3. Putting the process
into practice

4. BANKING FOR
MINORITIES
Understanding different multicultural consumer
codes in order to overcome stigmas associated
with banking by the Hispanic, LGBT, and
African American consumer.

5. You have
Who’s
achieved
difficult things.
in charge?
With S.T.A.R.T. ,
Let S.T.A.R.T. make
Para saving easy for you. you are.
ahorrar,
empezar.
S.T.A.R.T. Savings Today And Rewards TomorrowTM
todo es You have overcome so many obstacles and accomplished so much. S.T.A.R.T. Savings Today And Rewards TomorrowTM
In comparison, saving is simple. S.T.A.R.T. is a savings program from
U.S. Bank that can help make saving money easy and rewarding! Every penny counts. Which is why S.T.A.R.T. is right for you.
Da el primer paso con Just tell us how you want to save: a little every week, every month, with
S.T.A.R.T. is a savings program from U.S. Bank that puts you in
charge of the way you save. It makes saving easy and rewarding.
S.T.A.R.T.
every check card or credit card purchase. And before you know it, you
will have saved a significant amount. Just tell us how you want to save: a little every week, every month,
When your savings balance reaches $1,000, we’ll reward you with a
with every check card or credit card purchase. And before you
$50 U.S. Bank Rewards Visa® Card to spend any way you want—on us. know it, you’ve saved a significant amount!
Keep a balance of $1,000 or more for a year and we’ll send you another
$50 Rewards Card. When your savings balance reaches $1,000, we’ll reward you with
a $50 U.S. Bank Rewards Visa® Card to spend any way you want—
So come, add saving to your achievements. on us. Keep a balance of $1,000 or more for a year and we’ll send
Con el programa de ahorro S.T.A.R.T. de U.S. Bank, tú eliges you another $50 Rewards Card. So take charge of your savings and
cómo quieres ahorrar: un poco cada semana, un poco con cada S.T.A.R.T. today at U.S. Bank, or call 800-720-BANK (2265).
the rewards that come with it.
compra realizada con tu tarjeta de crédito o tarjeta cheque, o un
poco con cada quincena. Sin darte cuenta pronto alcanzarás S.T.A.R.T. today at U.S. Bank, or call 800-720-BANK (2265).
los primeros $1,000.
Cuando lo hagas te regalamos una tarjeta Visa® con Recompensas
de U.S. Bank de $50 dólares, y si mantienes los $1,000 o más por
un año, te regalamos otra tarjeta con Recompensas de $50.
Paso a paso, tus ahorros llegarán lejos.
Inscríbete al programa S.T.A.R.T. y empieza a ahorrar hoy
mismo. Visita tu sucursal o llama al 800-872-2657 (oprime usbank.com/START
el 2 para español).
Enrollment is required. A qualifying transfer from your Package Checking account to your Package Money Market Savings account must be scheduled and maintained. You must open and/or maintain an active U.S. Bank
Package, including a Silver, Gold or Platinum Checking account AND a Money Market Savings account. A minimum deposit of $50 is required to open a Checking account and a minimum of $25 is required to open a Money
Estamos todos para servirte Market Savings account. All regular account opening procedures apply. Certain conditions apply to U.S. Bank Packages. Credit products are subject to normal credit qualifications and approvals. Other conditions and
restrictions may apply. Program is subject to change. See the S.T.A.R.T. Program Agreement for detailed information. The U.S. Bank Rewards Visa Card cannot be reloaded with additional funds, nor can it be used at an ATM.
Terms and conditions apply and fees may apply to Rewards Cards. For complete terms and conditions, see the “U.S. Bank Rewards Visa Card Agreement” available at www.myusbankcorporaterewards.com. Deposit
Products offered by U.S. Bank, N.A. Member FDIC.
usbank.com/START
Enrollment is required. A qualifying transfer from your Package Checking account to your Package Money Market Savings account must be scheduled and maintained. You must open and/or maintain an
active U.S. Bank Package, including a Silver, Gold or Platinum Checking account AND a Money Market Savings account. A minimum deposit of $50 is required to open a Checking account and a minimum
of $25 is required to open a Money Market Savings account. All regular account opening procedures apply. Certain conditions apply to U.S. Bank Packages. Credit products are subject to normal credit
qualifications and approvals. Other conditions and restrictions may apply. Program is subject to change. See the S.T.A.R.T. Program Agreement for detailed information. The U.S. Bank Rewards Visa Card
cannot be reloaded with additional funds, nor can it be used at an ATM. Terms and conditions apply and fees may apply to Rewards Cards. For complete terms and conditions see the “U.S. Bank Rewards
usbank.com/espanol Visa Card Agreement” available at www.myusbankcorporaterewards.com. Deposit Products offered by U.S. Bank, N.A. Member FDIC.
Se requiere un paquete de U.S. Bank y transferencias que califiquen. Se aplican términos y condiciones, vea el Acuerdo del Programa S.T.A.R.T. para detalles. Podrían aplicarse cargos para las Tarjetas con Recompensas. Productos
de Depósito ofrecidos por U.S. Bank, N.A. Miembro FDIC.
CELEBRATING
Celebrando Diversidad
DIVERSITY
Speaking to the
Porque sabemos que nuestro país tiene muchas caras,
celebramos contigo el Mes de la Herencia Hispana. multicultural audiences
through symbols that
Miembro FDIC 417441
connect to their cultures.

6. COMPELLING
MESSAGING
START translated into
Spanish is Empezar.
Focusing on the infinitive
“ar” ending of the word we
focused on the infinite
possibilities that one could
achieve if they learned how
to save.
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7. All of us honoring you.
-
A estas alturas, tal vez necesites una tasa más baja.
Celebrating Diversity
Obtén una excelente tasa en una Línea de Crédito
Tasas tan bajas como con Garantía Hipotecaria.
4.25
Dr. Martin Luther King, Jr.
Este es el momento perfecto para hacer cambios en casa. U.S. Bank te ofrece una Línea
January 15, 1929 – April 4, 1968 * de Crédito con Garantía Hipotecaria con una excelente tasa de tan solo 4.25% APR, así que
*
ya puedes dejar de postergar la construcción del nuevo dormitorio. Además, no tiene costos
de cierre y te ofrecemos beneficios fiscales, excelente servicio y 410 sucursales en el sur
de California. Empieza a darle más valor a tu casa hoy mismo.
Member FDIC 42120
sucursal usbank.com/greatrate 800.872.2657
Con el objetivo de ofrecer niveles consistentes de servicio a todos nuestros clientes y para evitar posibles malentendidos, algunos materiales de U.S. Bank podrían solo estar disponibles en inglés. *La Tasa Porcentual Anual (APR)
de 4.25% está disponible en las Líneas de Crédito con Garantía Hipotecaria Equiline con un Paquete de U.S. Bank y una relación préstamo-valor (LTV) de 70% u 80% o menos, dependiendo del mercado. La APR variará con la
Tasa Prime publicada en The Wall Street Journal. A partir del 24 de julio de 2012, la tasa variable podría fluctuar desde 4.25% APR hasta 9.25% APR. Se aplican tasas más altas para un límite de crédito más bajo o LTV más alta.
La tasa no será más alta que 25% APR o la ley estatal aplicable, ni será más baja que 3.25% APR. Se podría aplicar un cargo anual de hasta $90 después del primer año. La oferta está sujeta a calificaciones de crédito normales.
Las tasas están sujetas a cambios. Se requiere un seguro de propiedad. Consulta con tu asesor de impuestos acerca de la deducibilidad del interés. Se podrían aplicar algunas restricciones. Los Préstamos y las Líneas de Crédito
con Garantía Hipotecaria son ofrecidos por U.S. Bank National Association ND. © 2012 U.S. Bancorp. Todos los derechos reservados. Miembro FDIC
Proof#
12-USB-0278.indd App
Saved at 7-30-2012 5:32 PM by Linda Lu from mac-graph-9-linda Printed at: 100%
PATH: Pennstation:Volumes:Pennstation:US_Bank:12-USB-0278 - Lending:GRAPHIC_PRODUCTION:LIVE:12-USB-0278 Print Folder:12-USB-0278.indd
Job 12-USB-0278
8 AD
Inks: Cyan, Magenta, Yellow, Black
Client US Bank Fonts: Helvetica Neue LT Std (57 Condensed, 77 Bold Condensed, 75 Bold),
CW
Built At 100% Times (Regular)
ADAPTIVE Output At 100%
Scale
Bleed
1”
9” w x 11.5” h
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Art: BACK 2.tif (CMYK; 546 ppi; 54.88%), AOUSY_Hispanic_CMYK.eps (49.9%,
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Notes: Print AD
PR
PD
BRANDING Trim
Viewing
Live
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8” w x 10.5” h
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QC
AE
Taking one key message
and adapting it through
cultural queues to the
target consumers.

8. BRAND
PORTFOLIO
BUILDING
Bringing an extensive brand portfolio,
and giving each brand a unique voice
in 5 different Asian markets.

9. GAIN STYLE GUIDE ASSETS – GAIN PRIMARY LOGO 4 COLOR
File Name: Gain_Primary_Brand_FC_Logo.eps
Placed Images: none
Color: CMYK
Agency Contact: Chris Lowery
®

10. CREATING BUZZ
THROUGH INSIGHT
Observing the cultural
code and creating
advertising based on
the insight.

12. CULTURAL
CURATORS
We develop insight-driven advertisement
by implementing a triangulated research
approach in the social sciences. By
combining multiple observations, theories,
methods and empirical data, we eliminate
the impairment that derives from the
single approach method.

13. CULTURAL PROBES
In-market visits to
understand consumer
opportunity, culture,
behavior and usage via
ethnographies and
market observations.

14. CULTURAL
INFLUENCE
IDENTIFICATION
Utilize Co-Culture
Mapping™ to identify
consumer influencers
and cultural codes.

15. TEAM & CLIENT
IMMERSION
Work session and data-
sharing for brand
stewards to live and
breathe the consumer.

16. CONTEXTUAL
DESIGN
Visuals designed
based on in-market
exploration and findings.

17. GUERRILLA
PROTOTYPE TESTING
& REFINEMENT
In-market, in-store
consumer probing and
iteration re-design of “De
México, Now Here.”

18. MILLENNIAL
BRANDING
Rejuvenating the largest
U.S. wine maker's
company image.
Taking an idea and
developing a campaign
to maximize ROI.

19. CONSUMER
JOURNEY MAP
Identifying millennial
influencers.

20. CONTEXTUAL
OBSERVATIONS
Finding opportunities
in consumer’s habits.

21. EXPERT
CO-DESIGN
Designing a new
wine conversation
with leading experts,
sommeliers, wine
educators and
consumers.

22. SOCIAL LISTENING
Reviewing and
interacting with the
conversation about
wine in the social
sphere.

23. CHANGING THE
CONVERSATION
Partnering with
consumers to build
a brand.

24. PRODUCT
INNOVATION
The creation of the app
“K-J Recommends”
differentiates the brand
through added value by
bringing to life the
campaign’s essence “It
Goes Well with Friends.”

25. MULTI-CHANNEL
THAT DRIVE
RESULTS
Honing in on the correct cultural code and the
correct media mix can be the difference between
a good campaign and a great one that delivers
a high return on investment.

26. RECOGNIZING THAT
THE MESSAGING
DETERMINES THE
CORRECT VEHICLE.
:60 DRTV
:30 Branding TV
:30 Promotional TV
2:00 Product Infomercial
:90 Online Instructional
Videos

27. SOCIAL
CURRENCY
Taking the pulse of
the consumer, we
connected via trends
in music and culture.

28. SOCIAL
CURRENCY
Tapping into NYC's
DNA through the use
of symbols we were
able to create a spot
that connected to two
different cultures.

29. DIRECT RESPONSE
FSI
DM
Brochures

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Offer available to new residential, existing non-video and Broadcast Basic-only customers. Must maintain all 3 services for promo period to maintain promo pricing. As of the 13th month, services will be billed at regular rates. Depending on location, some or all service
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31. WEB & DIGITAL
PLATFORMS
Create engagement offering relevant
and interesting content that makes our
potential customers spend more time
interacting with our brand.

32. Hispanics view the
Internet as a virtual
“Plaza del Pueblo”
where they are inspired
and motivated to join the
#conversation.

33. It is clear that a 360
campaign needs to
have a Web & digital
presence. The content
is what makes the
difference.
?

34. VIDEOS 18 million Latinos
visit YouTube
regularly.
GAMING MUSIC VIDEOS SWEEPSTAKES
Latinos put their
Hispanics are 32% more 22% of Latinos fate in God’s hands.
likely to consider video listen to or That’s why they like
games their main download music to gamble, play the
source of entertainment. on the Web. lottery and participate
in sweepstakes.

35. VIDEOS
GAMING MUSIC VIDEOS SWEEPSTAKES

36. EMERGING &
NON-
TRADITIONAL
MEDIA
You need to be where the conversation
is already happening.

37. To honor the contribution
of the Hispanic
A Social Movement community to NYC, we
propose that the name
of the N Line be
changed annually to Ñ
Line during Hispanic
Heritage Month, from
Sep 15 - Oct 15.
N Ñ

38. Latina bloggers
18 million Latinos
continue to grow
use YouTube regularly
in influence
N Ñ
54% of Latinos 18% of Latinos
use El Feisbuc use Twitter
(Facebook) regularly

40. “The best way to predict
the future is to invent it.”
—Alan Kay.
American Computer Scientist.