The Moment: Business Brand Storytelling
Insights
Webster Bank wants to be known as a banking partner for business owners…one that truly responds to their needs with speed, expertise and empathy to help them prosper. Problem is, so many other banks have the same goal. So how could we prove it in a way that was true to the brand and authentic for the audience?
After meeting a young boy with brain cancer, Joe and Jan Andruzzi were moved to help families dealing with overwhelming medical costs. Not long after this meeting, the former New England Patriot would find himself fighting the same disease—realizing the foundation they wanted to build, was more urgent than ever.
Idea
Our overall strategy centered around one main idea: showcase real Webster Bank client situations to prove the bank’s responsiveness and value. We created “The Moment”, a series of videos featuring real life Webster client experiences to serve as the foundation for an array of content that blurred the line between testimonial and case study. Tailored to c-suite and decision makers, this content series brought to life:
- The diversity of clients and challenges Webster has helped to solve
- The readiness and willingness of Webster Bankers to respond to clients
- The real value/results achieved in each scenario
Steve started his vintage guitar business in the 80s, but when it began striking a chord with a large and even famous clientele, he saw the need to grow. Watch the spot
John needed to secure his cash flow while freeing up capital for potential opportunities. After interviewing several banks as a possible financial partner, John found a perfect fit with Webster Bank. Watch the spot
![[image]](https://www.adamsknight.com/assets/1772634572-1772566369-1772553500-Moment-iPads-Mock.png)
We created a dedicated microsite to house all the videos and supporting content and drove traffic to it with a robust media campaign.
Christine was clear on her vision; a new headquarters that would be large enough for her growing staff and a showcase for her firm’s approach to architectural design. Watch the spot
COVID-19 hit New York City early, and hard. Unemployment rates in the South Bronx skyrocketed — putting even more pressure on Johnson Security to stay afloat and continue providing jobs to members of the community. Watch the spot
Targeting business owners across New England, our social media posts secured 1.9M impressions and were 33 percent more effective over industry benchmarks in driving traffic to The Moment website!
Impact
In addition to the multiple Telly Award-winning videos in the Financial Services and Banking category, our omni-channel approach:
- Generated 5 million total impressions
- Drove more than 9,000 visitors to the campaign microsite, where visitors spent an average 2:46 on the site,
- Resulted in more than 600 video views and 71 case studies downloaded. Almost 2 percent of these visitors also clicked over to websterbank.com to learn more.
