Santander UK has launched a humourous new ad campaign showing the public the surprising number of ways they can save money every day with Santander's 123 Current Account and 123 Credit Card.
Launched last spring in a blaze of advertising, the 123 Current Account and 123 Credit Card, launched in September 2011, have been instant successes. The next stage in the campaign features sports stars Jessica Ennis, Rory McIlroy and Jenson Button indulging in some subtle humour as they seek to educate the public on the benefits of switching to the 123 World.
Better-known for their excellence on the athletics track, golf course and Formula One racing circuit, the three stars use previously-untapped talents for deadpan comedy to sell the advantages of the 123 Current Account and 123 Credit Card.
These include the offer of one per cent cash back on water bills, Council tax and Santander mortgage payment direct debits, two per cent back on energy bills and three per cent back on communications bills for 123 Current Account holders. While the 123 Credit Card offers one per cent cash back on supermarket, two per cent cash back on department store and three per cent cash back on petrol, National Rail and Transport for London spend.
The advertising strategy is fully-integrated, with the central theme - surprising you with how much you can save with the 123 Current Account and 123 Credit Card from Santander –running across the bank's communications.
The TV, press and poster ads for the new campaign were created by Havas, while the digital, internal and branch communications are the work of Engine. Media buying is handled by Carat.
The brand ambassadors play it straight in the new TV ad as they pop up in people's homes at unexpected moments, telling astonished members of the public about the benefits on offer through the 123 Current Account and 123 Credit Card..
The humour revolves around classic British awkwardness and the nonplussed, slightly uncomfortable reactions of the public to the appearance of the sports stars. After all, how would you react if a sports legend appeared out of the blue and started telling you about Santander's unbeatable new current account or credit card?
Santander marketing director Keith Moor says: 'We are delighted to welcome Jenson and Rory back to the screen with our newest addition Jessica to showcase how our 123 Current Account and 123 Credit Card create value for people every day. Using our Santander ambassadors in this unique and humorous way will generate impact and make for an unmissable campaign.'
A 60-second ad, which aired on Sunday, March 3rd, shows golfer Rory McIlroy appearing in a man's bathroom mirror and interrupting a woman painting a still life to talk about the benefits of the 123 Current Account.
The film also features Jenson Button giving his all about Santander's offers, first to a bemused-looking man getting a piece of pizza out of his fridge and then to a young couple entering their new home. In another scene, Jessica Ennis walks alongside a man who is checking his mobile and tells him about Santander's cash back offer on mobile bills.
The 60-second spot will be followed by 30-second cut-down versions, which air from March 8th. The TV work is supported by a 360-degree communications campaign across outdoor, press, digital, video-on-demand, mobile, branch and internal communications. This launched on March 4th 2013.