Webster Big Goals Bracket

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Insights

To differentiate itself among other banks, Webster Bank wanted establish its role as a well-informed assistant that could help banking consumers achieve their biggest financial goals. So we leveraged one of the biggest sporting events of the year in a way that inserts Webster Bank in a unique, yet relevant way.

Ideas

Coinciding with March Madness, our creative strategy tapped into all the excitement of the annual NCAA basketball tournament…and the competitive spirit of our own target audiences to drive and inspire them to think about their biggest goals. And connect Webster as that well-informed assistant who can help accomplish them.

Impact

The campaign engaged consumers in “bracket mania” and successfully created an experience that reminds people about far more important matchups—their own life goals!

• 7,780,000+ impressions
• 12,000+ visits to the Big Goals Bracket site experience
• 10,000+ pageviews
• 1,000+ new consumer leads
• 727 internal employee entries
• 35% open rate on emails