Santander Promo, Case study 572 DREAMS GO INTO THE FIELD by Ostara 360

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572 DREAMS GO INTO THE FIELD

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Argentina
Agency Ostara 360
Designer Jorgelina Otero, Luisa Aleu, Camila Evia
Released July 2011

Credits & Description

Category: Best Use of Sponsorship
Advertiser: SANTANDER RIO
Product/Service: SPONSORSHIP CAMPAIGN
Agency: OSTARA 360
Chief Executive Officer: Ana Lia Canepa (Ostara 360°)
Account Executive: Ezequiel Dalinger (Ostara 360°)
Account Director: Liliana Cappi (Ostara 360°)
Logistic: Paula Acuña (Ostara 360°)
DC: Agustin Lier (Ostara 360°)
Copy: Pablo Nougues (Ostara 360°)
Copy: Mariana Iturbe (Ostara 360°)
Designer: Jorgelina Otero (Ostara 360°)
Designer: Luisa Aleu (Ostara 360°)
Designer: Camila Evia (Ostara 360°)
Media placement: Event - Football Matches - TV Coverage In All LatAm Countries - 1st., July 2011/20th July
Media placement: Digital PR - ar.deportes.yahoo.com; infobae.com; Iprofesionales.com; ComercioyJusticia.info; - April 2011/June 2011
Media placement: Tmkt PR - - April 2011/June 2011
Media placement: TV Pnts - Platea Bonadeao Especial “Copa América”, telefé. - April 2011/June 2011
Media placement: Press - A Nación, Clarín - April 2011/June 2011

Summary of the Campaign
As official bank of the American Cup, the most important football tournament in Latin America, Santander Rio went for the biggest goal: to win both the hearts of football fans and our customers. The strategy integrated more than 10 actions specially planned for each different target (Press, Employees, Customers, VIP Customers, Santander Global Management Staff, etc); we took the most exciting ones to reach the aim.

We decided to use sponsorship in a way no one had made before, turning fantasy into a real experience: we invited our main customers' children to enter the field with their idols, something they surely can´t do by their own, or that any other sponsor could offer their customers. And also, to be a part of UNICEF team (1 goal= U$1,000 donated).

572 children went into the field, and thousands of parents/customers lived an unforgettable experience with the brand. We reached 12,000,000 audience plus contacts and renewed millions of trustworthy relations with customers. Became the 3rd. main remembered sponsor and had great press impact. And donated US$100,000 to help thousands of kids to make their dreams come true.

Why PR?
Because these actions allowed us to reach different targets and impact them in different ways:
Customers renewed trustworthy relations inviting them to live the unique opportunity to see their children going into the field with their idols.
PR reached 12,000,000 audience in football matches and huge press coverage.
Brand image: strengthen the emotional relation with the target and contribute to the good brand image.

The Situation
Santander is the main sponsor of the SantanderLibertadoresCup, a very important annual football tournament in LatinAmerica played by the winner teams of each country local cup.
In 2012, Santander had the opportunity to be the official bank of the AmericanCup, the biggest tournament played by each country selection, every 4 years. This year, the bank was decided to take advantage of the sponsorship in many different ways.

The Goal
The aim:
1. To positionate the brand as the official bank of FOOTBALL, being sponsor not only of the SantanderLibertadoresCup but also the AmericanCup.
2. To win both the hearts of football fans and customers. We decided to use sponsorship in a very original way with an action that had great impact in clients, prospects & audience.

The Strategy
We decided to use sponsorship in a way no one had made before, turning a very used ad fantasy into a real experience: we invited the customers´ children to enter the field with their idols, the football players of each country selection. This was something they surely couldn´t do on their own, or that any other sponsor could offer their customers.

And to make these action more exciting, we invited them to be a part of UNICEF team (1 goal= U$1000 donated), helping thousands of children to make their dreams come true, as they could do.

Execution
The bank selected the most important clients of each office of the cities where the American Cup took place, and for the previous 2 months, invite them to participate for the opportunity to allow their child go into the field with the football players (most of them, international idols as Lionel Messi o Diego Forlán).

572 children where selected to go into the field in all the American Cup football matches.

Each child was carried to a Santander office with their parents. They were received with an exciting event where they could put on their football t-shirts, be photographed in a special backdrop, participate in related activities, and had a brunch. Finally, they were carried to the stadium to make their dreams come true.

The original idea was to participate in 10 games. But after the exceptional response, we decided to 'play' in all the football matches, even the final game.

Documented Results
572 children turned the fantasy of being in the fields with their idols into a real experience. Customers' loyalty was renewed and strengthened.
We reached an audience of 12,000,000
We had great impact in press (press, TV, radio and online coverage)
The bank donated U$100,000 to UNICEF, with also had great impact in the media.
Santander Rio was among the 3 most remembered sponsor of the Cup - more than any other bank or financial company.