This apology ad campaign from Wells Fargo was in response to a giant scandal uncovered in September 2016. Employees secretly created over 1.5 million unauthorized...View More bank & credit card accounts without their customers knowing it. Opening these additional accounts allowed employees to make more money. As a result, 5,300 employees involved in the scandal were fired & Wells Fargo had some serious damage control to do.
There are two ads below. One is from the following month, right after the scandal happened. It also ran the month after that. Notice how the bulk of the ad is about their corrective action plan. The second ad, is a more rare apology ad, where the company followed up with actions they've taken in the past 6 months & the results they've generated. This is a great strategy to demonstrate to your customers that you didn't forget about what happened & actually followed through on your word.
Apology Ad Campaign from Wells Fargo Swiped in August 2017
Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!
Visit the archives of this swipe's source URL or view past screenshots of wellsfargo.com below.