What Matters Most

44
print
Print
Professional
Branding Campaign

SapientNitro
www.sapientnitro.com/


Project Title: What Matters Most
Client or Class Name: Webster Bank - https://public.websteronline.com

Also won
Honorable Mention – Consumer Brochure
Honorable Mention – Logos & Trademarks

Integrated campaign

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.

 

Creative Team

Worldwide Chief Creative Officer:
Gaston Legorburu

VP, Chief Creative Officer, NA:
Gary Koepke

VP, Executive Creative Director:
Barry Fiske

Creative Director:
Pete Tschudy

Associate Creative Director:
Kaitlin Strovink

Sr. Art Director:
Josh Bean

Art Director:
Brandon Osmond

Sr. Copywriter:
Lynn Bossange

Designer:
Meghan Armstrong

Group Account Director:
Amy Snelling

Account Director:
Francesca Sorrentino

Brand Strategist:
Nicole Cestaro

Project Manager:
Eric Tabone

Project Manager:
Desiree Santos

Media Director:
Jessica Smoller

Associate Media Director:
Eiling Stopak

Producer:
Cassandra Robertson-Reuter

Director:
Evan Dennis

 

2014 Branding Campaign Design Award Winner 2014 Branding Campaign Design Award Winner 2014 Branding Campaign Design Award Winner 2014 Branding Campaign Design Award Winner 2014 Branding Campaign Design Award Winner 2014 Branding Campaign Design Award Winner 2014 Branding Campaign Design Award Winner 2014 Branding Campaign Design Award Winner 2014 Branding Campaign Design Award Winner 2014 Branding Campaign Design Award Winner 2014 Branding Campaign Design Award Winner

 

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