M&T Bank | Green Flag
Waving the flag for M&T.
In the midst of a turbulent economy, we were charged with creating a campaign for M&T Bank that reassured current customers – as well as potential new ones – that the bank was eager to offer the financial guidance and services to help meet today’s challenges. We wanted to reinforce M&T’s stature as one of the best performing banks in the country, and a strong ray of hope in a time of turmoil.
The green flag was born – with M&T’s vibrant corporate color and logo prominent – a new symbol of optimism, hope, and triumph over challenges. In our communications, we featured strong, confident people proudly raising their green flags. We communicated our message throughout M&T Bank’s markets, utilizing newspaper ads, TV, and of course, actual green flags waving wherever possible.
The campaign proved to be incredibly successful. By the end of the first year, the bank saw a significant increase in checking account openings over the previous one. Research also showed a healthy lift in unaided awareness of M&T Bank. These trends continued in subsequent years, making this one of the most significant – and recognizable – branding efforts ever by the bank.
We evolved the effort in the fourth year to introduce Green Flag Country – a place where confident, optimistic customers reside and positive ideals reign.
Founded in 1856 in Buffalo, NY, M&T is one of the strongest banks in the country today, with a growing presence throughout the Northeast and Mid-Atlantic.
A word from our sponsor.
The “Raise the Green Flag” campaign developed by Crowley Webb has been highly successful for M&T Bank. It has helped drive strong year-over-year increases in checking account sales while at the same time reinforcing the M&T brand.
Bob Moody, M&T Bank Administrative VP, Advertising