Santander Design & Branding, Case study, Making of IDEA CONNECTIONS by ITHINK

IDEA CONNECTIONS

Pin to Collection
Add a note
Industry Banking & Financial Services
Media Design & Branding, Case study, Making of
Market Brazil
Agency ITHINK
Creative Director Marcelo Tripoli
Art Director Alexandre Costa, Marcos Paulo Focca, João Morgan, Thyago Acosta, Danilo Silva
Copywriter Laiza Rocha Negrão, Viktor Busch
Released March 2011

Credits & Description

Category: Best use or integration of user-generated content
Advertiser: SANTANDER
Product/Service: BANK
Agency: ITHINK
Creative Director: Marcelo Tripoli (IThink)
Creative Director: Viktor Busch (IThink)
Creative Director: Marcos Paulo Focca (IThink)
Copywriter: Laiza Rocha Negrão (IThink)
Copywriter: Viktor Busch (IThink)
Account Manager: Camila Andrade (IThink)
Art Director: Marcos Paulo Focca (IThink)
Art Director: João Morgan (IThink)
Art Director: Thyago Acosta (IThink)
Art Director: Danilo Silva (IThink)
Art Director: Alexandre Costa (IThink)
Production: Thiago Pereira (IThink)
Production: Guilherme Peralta (IThink)
Motion: Eduardo Terrataca (IThink)
Motion: Pedro Alves (IThink)
Developer: Raphael Hamzagic (Pingo.gg)
Motion: Bruno Hamzagic (Pingo.gg)
Media placement: Digital - Hotsite - 10 March 2011

Campaign Description
Everyday different people with different problems knock on the door of a bank in search of solutions. With the signature ‘Let us do it together’, Santander Bank decided to explore the role of a social hub by proving how it can be a great connector of opportunities. This is the role that Santander would like to be the first to publicise in Brazil. However, the challenge in creating a platform to exchange ideas that can inspire and bring ideas together is in how to materialise the final promise: what to do with all of the material that can be generated there?
The levels of engagement, and the quality of participation, were the necessary elements for the bank's investment in one of the ideas that was generating the most connections on the platform: create lines of credit for sustainable housing. This was another great challenge because Brazilian law does not allow for a person's first house, that isn't low income housing, to be financed with public funds. Santander, through its Ideas Connection, studied and overcame obstacles to officially become the first bank in Brazil to finance a green house.

Effectiveness
The Campaign: Idea Connections built not just a platform of collaborative thoughts, but it also created interactive tools in video that made it possible for its users to assimilate new content and express their opinions.
The Challenge: How can people be made to understand that a bank is not just a financial intermediary and service provider, but also a generator of educational and inspirational content? To tell a story and have the story be flexible enough, ending in accordance with its users wishes, produced good results.
Objectives: Engage consumers and transform them into co-authors of the bank’s message: good deals and business are generated when supported by more people. This is Santander's business (this is the type of business in which people want to prosper as entrepreneurs).
Strategy: Interaction and relevance. To participate, and to realise that this same participation generates real results, was the strategy used for the project.
Execution: The project required massive video production, daily script production by inspiring people, and technological development from scratch on how to create an experience of watching, sharing and connecting ideas.

Implementation
To obtain high quality participation, the platform brought real stories to start with. A web series was created to illustrate good ideas. Episodes, such as continue icons, were spread around the different points of contact on the user's navigator: bank sites/ content sites/ blogs/ and even newspaper classifieds - showing a story to be developed. The story started to become less significant on the platform, and people's participation became the leading factor.

Outcome
The main result of the campaign was to launch a new financial product in Brazil - the creation of a line of credit to buy environmentally friendly housing thanks to the connection of ideas generated on the site. Aside from this, in a little more than a month, the site received 130,000 hits, its videos were viewed 90,000 times, each user stayed connected on average for 8 minutes, 126m impressions, 7,500 hours of engagement, and 400 ideas for the stories.