M&T Bank | OnBank.com
Right on.
Client: M&T Bank Media: Digital
The challenge.
When it comes to websites, ease and simplicity are the name of the game, especially when it comes to service-driven sites such as online banks. So when M&T Bank wanted to launch a new online-only sub-brand, concise communication and one-click access to offers was key.
Our answer.
As research showed that our target was a group of people looking exclusively for exceptional rates, we put the bank’s greatest asset front and center. We also knew it was vital to set a friendly tone in order to make customers comfortable with the all-online format. And to reinforce the point that OnBank is never closed, there is a photo depicting the actual time of day and a message affirming that it’s open for business.
The results.
OnBank was hailed by netbanker.com for meeting its strict 25-word homepage standard, joining ING Direct and EmigrantDirect on its short list of financial institution websites with Google-like clarity. Even better, the amount of new customers significantly surpassed projections.
The work.
Client profile.
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.
We have regular and ongoing access and contact with the people who are doing the thinking and conceptualizing, and I think that's important.
Peter Eliopoulos, M&T Bank CMO