Client: WSFS Bank

When Beneficial Bank + WSFS Bank, the leading local banks of their prospective regions, merged and retained the name WSFS Bank, we were tasked with re-introducing this new bank to the Philadelphia area, historically Beneficial’s territory. We did this with a 4 month OOH takeover campaign in the greater city area. The messaging took a phased approached teasing the announcement. First, using the cheeky “Wiss Fiss” phonetic spelling of WSFS to create intrigue. Then, introducing the merger messaging naming both banks, before finally dropping Beneficial all together.

The background art was meant to invoke the blurred background of driving through the countryside of the Delaware Valley region, and a nod to the blue (Beneficial) and green(WSFS) coming together. Using the same art throughout the campaign allowed us to create consistent presence through the evolving messaging.