JOIN HISTORICAL COMPETITORS by Talent Marcel for Santander

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Industry Banking
Media Promo & PR, Case study
Market Brazil
Agency Talent Marcel
Released March 2010

Credits & Description

Category: Best Use of Newspapers
Advertiser: SANTANDER
Product/Service: BANK
Agency: TALENT
Date of First Appearance: Mar 16 2010 12:00AM
Entrant Company: TALENT, São Paulo, BRAZIL
Media Chief Executive Officer: Paulo Stephan (Talent)
Media Director: Rafael Amorim (Talent)
Media Supervisor: Telma Nemo (Talent)
Media Supervisor: Maristela Costa (Talent)
Media Supervisor: Thiago Rossi (Talent)
Media Planner: Adriane Medeiros (Talent)
Media Planner: Camila Fiuza (Talent)
Media Assistant: Renê Bedotti (Talent)
Media Assistant: Daniele Camargo (Talent)
Media placement: Newspaper Campaign - Folha De São Paulo - 16 March 2010
Media placement: Newspaper Campaign - O Estado De São Paulo - 16 March 2010

Results and Effectiveness
Spontaneous media return was immense. It stretched the campaign's visibility to a wider target group, enhancing the surprise, the creativity, relevance and quality of our action. Consumers loved it. In March 16, Santander´s Twitter reached Topic Trending: the 10th most commented word among São Paulo users, impacting more than 100,000 people. A memorable big hit for the new Santander.

Creative Execution
Our creative idea was an invitation. In the morning of March 16, all subscribers from both Folha de São Paulo and O Estado de São Paulo found 2 newspapers at their front door: the one they were already used to and its competitor. Two major brands together, offering the reader a better comprehension of the facts around them. It was an opportunity to experience and understand Santander’s new positioning statement: together. It was also a breakthrough action, supported by a front-page cover ad which read: “Listening to different opinions, collecting new ideas, learning from the two most important papers in our country. This is how we can reach a better understanding of the world. And how we plan to be a better bank. TOGETHER.” It was an exclusive action, created and developed by us, with huge return.

Insights, Strategy & the Idea

Santander and ABN Amro/Real Bank announced its merger process in the end of 2008. The goal was to create a new bank, inspired by the idea of getting “Together” more than Santander taking over ABN; a new relationship proposal where clients, corporation and society would be favoured. This meaningful concept – Together – was able to synthesise not only the giant market move but most importantly, its intention. Our task was to consolidate this process in the first semester of 2010, looking forward to maintain and attract new clients. What we did was simple as the concept, as strong as the 2 major brands involved and a huge surprise to everyone. To clearly demonstrate the benefits of getting together, we brought together Brazil’s two most important newspapers, eternal rivals, in a unique, concrete and powerful action, never thought of before.