Nicole Cestaro
Group Strategy Director at Team One
Boston, 美国
标题What Matters Most (Outdoor 2)
广告公司
广告战役 What Matters Most
广告主 Webster Financial Corp.
品牌 Webster Bank
Posted8月 2014
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 户外广告
VP, Executive Creative Director
美术指导
Group Account Director
创意总监
Senior Art Director
Senior Copywriter
VP, Chief Creative Officer
客户总监
制片
联合创意总监
Senior Copywriter
设计师
Brand Strategist
项目经理
项目经理
媒介总监
Associate Media Director
导演
制作公司 Greenpoint Pictures

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