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In the United States, language is access. Yet, despite having over 42 million native Spanish speakers, the banking industry often excludes non-English speakers—creating a language barrier that has led to over 11 million child translators helping their families with daily tasks. Recognizing a need, U.S. Bank, with support from McCann Detroit, created Asistente Inteligente, the country’s first Spanish language voice assistant for banking. This innovation allows millions of Spanish-speaking individuals to manage their banking needs independently.
To celebrate this launch, U.S. Bank and McCann Detroit highlighted the stories of the children who inspired the platform—11-year-old Densel, 13-year-old Harye and 16-year-old Virginia. Their stories resonated with millions of Americans, revealing how many others shared similar experiences. Those who didn’t see themselves saw friends and community members, furthering U.S. Bank’s mission to connect with their community in a meaningful way.
The impact of the “Translators” campaign was profound. The film generated over 16.7 billion earned media impressions and 492 million social engagements. Brand awareness increased by 13 points, and brand consideration rose by 10 points. The brand attribute “makes me feel valued” improved by 8 points compared to the previous year. U.S. Bank also saw a 10% increase in Hispanic customers. The film was officially selected for 13 international film festivals, winning top prizes at three. Most important, 42 million native Spanish speakers now have the opportunity to bank in their own language without relying on others to translate for them.
