Project Title: What Matters Most
Client or Class Name: Webster Bank - https://public.websteronline.com
Honorable Mention – Consumer Brochure
Honorable Mention – Logos & Trademarks
Webster Bank: What Matters Most
When customers are waiting in line at Webster Bank, they’re rarely thinkin about the bank. They’re thinking about what really matters, like getting home in time to have dinner with their family, go for a run, or catch up on their DVR. From this insight, the #whatmattersmost campaign was born.
Webster has always been a bank committed to knowing their customers. To bring their new brand platform to life, we decided to ask customers what matters most – with a promise to live up to it, each and every day.
We began by partnering with Harris Interactive Research Bureau to survey thousands of people in Webster’s footprint in order to learn what matters, in banking and in life. On any given day, would people want 30 more dollars or 30 more minutes? What was more valuable: experiences or things? Who were they striving to live up to?
We created a range of contextual, thought-‐provoking ads to showcase our survey findings in out‐of‐home, print, digital, radio, video in‐branch, and social.
#WhatMattersMost was our hashtag and rallying cry across high engagement channels, where we revealed results in elegant infographics and asked customers weigh in. On traditional placements like billboards and bus shelters, we generated awareness of our new brand positioning and tagline. And :60 anthem television spot introduced the new Webster Bank positioning without the presence of ban or bankers, focusing solely on customers and the meaning behind #whatmattersmost.
Moving forward, these survey results will continue to inform the way Webster messages their unique service proposition, and how they understand the minds and hearts of their customers.
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