Overview

WSFS Bank is one of the oldest banks headquartered in the Delaware Valley. But they were about to become one of the first and only banks in the country with a mobile app that would allow customers to make ATM withdrawals using only their cellphone. The technology was cool, but we first needed to target the right customers, explain how to use the app and work around the fact that WSFS did not have a mobile-friendly website.

Strategy

After analyzing the marketplace and potential users, AB&C targeted early adopters with a campaign worthy enough for them to share. We named the product “cardless ATMs” and set out to create promotional materials to build excitement. All messages would drive to a mobile-friendly microsite, where a video tutorial would explain how cardless ATMs worked—and also serve as our pre-roll video for a heavy digital media buy.

Success

Traditional media tactics and PR efforts helped build excitement within our target audience, while our digital buy focusing on pre-roll banners, digital radio and social promotions gave our targets something to share. Almost all WSFS Bank online customers downloaded the new app with the Mobile Cash feature, and adoption levels almost doubled client expectations.