Surprisingly good service. Now everywhere in Boston.
In January 2016, Webster Bank purchased 17 CitiBank branches and moved to Boston. Our challenge was to introduce the brand to a city of new customers while bringing Webster’s service proposition to life.
When it comes to service, actions speak louder than words. So we built Webster on Wheels, a mobile banking center of sorts, and filled it with an army of Webster Bankers – who took to the streets to engage in acts of service for the community. After a week-long road trip, we’d served and met with thousands of Bostonians. More importantly, the brand broke through the noise with a simple message: That at Webster, service means so much more than lip-service. It’s a promise starting today.
Results:
250 million media impressions, 5,600 new accounts, and 120MM in balances.