Title | What Matters Most (Outdoor 2) |
Agency | Publicis Sapient |
Campaign | What Matters Most |
Advertiser | Webster Financial Corp. |
Brand | Webster Bank |
Posted | August 2014 |
Story | 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. |
Media Type | Outdoor/Out of Home |
VP, Executive Creative Director | Barry Fiske |
Art Director | Brandon Osmond |
Group Account Director | Amy Snelling |
Creative Director | Pete Tschudy |
Senior Art Director | Josh Bean |
Senior Copywriter | Lynn Bossange |
VP, Chief Creative Officer | Gary Koepke |
Account Director | Francesca Sorrentino |
Producer | Cassandra Robertson-Reuter |
Associate Creative Director | Kaitlin Strovink |
Senior Copywriter | Emily Morgan |
Designer | Meghan Armstrong |
Brand Strategist | Nicole Cestaro |
Project Manager | Eric Tabone |
Project Manager | Desiree Santos |
Media Director | Jessica Smoller |
Associate Media Director | Eiling Stopak |
Director | Evan Dennis |
Production Company | Greenpoint Pictures |