Santander Takes Upfront Approach to Banking

Santander is promoting a new campaign by Havas Worldwide London, aiming to demonstrate its value driven approach to banking. It shows how its 123 products can financially ‘add-up’ for consumers.

 

The campaign features real Santander staff,  demonstrating how Santander’s 123 current account and credit card can generate significant savings, by giving current account holders cashback on household bills as well as interest on their balance, and a credit card that gives cashback on everyday spending.

 

The principle behind the campaign is to feature the benefits of the products to the average man or woman on the street. So Santander and Havas Worldwide London took to the streets of Shrewsbury over a three-day period with Santander branch staff to document just how much money Santander 123 products could save the people of the town. The target was to generate a £1 million of potential savings.

 

Rather than just stopping people in the street, Santander and Havas Worldwide London, created a fun, engaging event supported by Shrewsbury council.  Staff from Santander branches were the main protagonists in the event, and their interactions with the public were captured to create the television ads as well as print and online executions.

 

An internal communications campaign tying in with the Santander 123 advertising aims to re-empower the branch network to connect and engage with the public.

 

Keith Moor, Marketing Director at Santander UK, said: “The Santander 123 Current Account and Credit Card are really changing the market giving value back to customers everyday. The new marketing approach proves this to real people. Havas Worldwide London’s campaign is something new that we think will really cut through and reach customers.”

 

Mick Mahoney at Havas Worldwide London said: “Tough economic times and a general cynicism in the UK of around the banking sector mean that it is increasingly hard to get cut through with a disillusioned public. The Shrewsbury event and the TV campaign is about getting local Santander staff to connect with local communities.”

 

The television campaign breaks on national TV September 23, with 40- and 30-second executions. The campaign is also running in Cinema, online, in print and in Santander branches.

 

Credits

 

Creative Director: Mick Mahoney/ Brendan Wilkins

Art Director: Gareth Gray/ Phil Beaumont

Copywriter: Sam Shepherd

Account Director: Mat Crompton

Planner: Anthony Edwards

Agency Producer: Lou Mumford

Photographer: Pedro Alvarez

Director/ Production Co: Finn McGough – Rogue

Producer: Sophie Hernandez weldon -Rogue

Editor: Mark Burnett - Speade

Post Production: UNIT post

Sound Design: Nigel Manington - UNIT               

DoP: Jaime Feliu-Torres

Media planning/buying: Carat