It’s not easy to make your brand of checking stand out when every other competitor on the block is yelling, Free! Yet, that’s exactly the challenge Webster Bank gave to Dornenburg Group. Webster’s aggressive goal was to introduce a free checking product that would double the rate at which the bank acquired new checking account customers. Our solution was to start with Webster’s existing branding elements and build emotional response by adding new colors, a new product logo, and a new product tagline. Then, we integrated all these elements into a coordinated series of banners, signage, collateral, giveaways and more to make Webster’s brand of free checking look and feel like the best game in town. Check out the results: during the campaign’s initial sales cycle, new accounts came in at almost 2-1/2 times Webster’s normal rate, exceeding the bank’s goal. The campaign proved so successful, Webster asked us to extend it to a new target audience: small businesses. After just two months, account openings from that market also doubled.