Webster Bank - "What Matters Most"

Publicis Sapient

Publicis Sapient Boston, 美国

10194

品牌: Webster Bank
国家: 美国

广告主: Webster Financial Corp.

标题	What Matters Most
广告公司	Publicis Sapient
广告战役	What Matters Most
广告主	Webster Financial Corp.
品牌	Webster Bank
首次发布日期	2014 / 5
行业领域	银行与金融服务、投资、证券服务
剧情简介	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.
媒体类别	电视
长度	62 seconds
VP, Chief Creative Officer	Gary Koepke
VP, Executive Creative Director	Barry Fiske
创意总监	Pete Tschudy
联合创意总监	Kaitlin Strovink
Senior Art Director	Josh Bean
美术指导	Brandon Osmond
Senior Copywriter	Lynn Bossange
Senior Copywriter	Emily Morgan
设计师	Meghan Armstrong
Group Account Director	Amy Snelling
客户总监	Francesca Sorrentino
Brand Strategist	Nicole Cestaro
项目经理	Eric Tabone
项目经理	Desiree Santos
媒介总监	Jessica Smoller
Associate Media Director	Eiling Stopak
制片	Cassandra Robertson-Reuter
导演	Evan Dennis
制作公司	Greenpoint Pictures