Bring a brand platform to life
Insights
“They’re pretty much all the same.” In our research, that’s what 86 percent of consumers said about banks. So while Webster Bank had an existing brand platform they believed in — “Living Up to You” — our challenge was to bring that brand promise to life in a more meaningful, differentiated way.
Our research showed that people think of banks for checking accounts and loans…not solutions to more complex challenges. So our TV campaign highlighted real-life goals that Webster’s bankers could personalize approaches for achieving.
Idea
To make the brand platform more relevant to Webster Bank’s audiences, we dug deeper to find that magical intersection between what was true to who Webster was, what was important to its target audiences and what wasn’t owned by its competitors.
Our market research revealed that responsive and personalized support was highly important to consumers — yet no other bank was consistently indexing positively for that attribute. So we created a cohesive, multi-year brand campaign that promoted all the ways Webster Bank is “Living up to You” by personalizing solutions that help each customer achieve what matters most to them.
These print ads combined engaging photos with simple messages that gave consumers more examples of how Webster could help them achieve what matters most to them.
One TV commercial showed how Webster can help consumers figure out complex financial challenges, like bringing together two families…as well as their assorted checking and saving accounts. Watch the spot
We reached our target market with key messages when they were more apt to pay attention…during downtime commuting to and from work. View more work
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We reinforced consistent brand cues and images on Webster Bank’s website and digital properties.
Another TV commercial spoke to owners of growing businesses, showing how Webster provides easier access to loans and other financial solutions for adding much-needed elbow space. Watch the spot
No matter when or why customers visited a branch, our prominently displayed posters and signs reminded them of the wide array of savings and financing options that Webster Bank offered to help them reach their goals. View more work
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To increase awareness and engagement for how Webster Bank is “Living up to You,” we created distinct social media campaigns that educated audiences on planning issues, featured thought leadership, and recognized people who, like Webster Bank, help you move forward.
Impact
This multi-channel brand campaign contributed to significant revenue growth as well as a lift across all communication channels including 40 quarters of year-over-year revenue growth.
