Webster Bank Case Study

Insights

Through market segmentation research, we identified that Webster Financial’s best target consumers were “driven dreamers.” So, to generate more driven dreamer leads, we needed to find a creative way to capture the attention of those who were focused on setting and achieving their goals.

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Idea

To engage our targeted driven dreamers, we leveraged the excitement around March Madness to create a lead-generating, attention-getting, omni-channel contest — one that connected Webster Bank to high quality, goal-oriented prospects. Prospects had to identify their “final four” goals for the year to be entered to win free tickets/hotel/airfare to the NCAA Final Four.

Our high-impact programmatic advertising campaign targeted our audiences wherever they were on the web.

We gamified the lead-generation experience to mirror Final Four brackets, which in turn drove high engagement and completion rates.

Street teams across from Madison Square Garden during a hotly contested Big East championship game also added to the buzz.

By asking participants to identify their top goals, we were able to market ongoing content that was highly relevant to each prospect’s interests.

This 3D billboard outside Madison Square Garden captured the attention of millions of passersby. Click here to see the billboard in action.

The story of the enthusiastic contest winners made for dozens of follow-up social posts that fostered even more good will for the brand.

Impact

This buzz-building campaign generated excitement both internally and externally — as well as impressive results.

5M

impressions at a low CPM

95%

bracket completion rate

3K+

new leads to nurture

Big Goals Bracket Lead Generation

Insights

Idea

Impact