When customers are in line at Webster Bank, they're rarely thinking about banking. They're thinking about what really matters, like getting home to family. From this insight, the What Matters Most campaign was born.
To bring Webster's new brand platform to life, we asked customers what matters most – and promised to live up to it.
We partnered with Harris Interactive Research Bureau to survey thousands of people in Webster's footprint to learn what matters, in banking and in life.
Then we created contextual, thought-provoking ads to showcase our survey findings across multiple channels.
#WhatMattersMost was our hashtag across high engagement channels, where we revealed results in infographics and asked customers to weigh in. We generated awareness of our new positioning and tagline on billboards. And a :60 anthem television spot introduced the new Webster positioning focusing on customers and the meaning behind #whatmattersmost.