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To differentiate itself among other banks, Webster Bank wanted establish its role as 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.
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.
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
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