TOGETHER by Talent Marcel for Santander

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TOGETHER

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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 Integrated Media
Advertiser: SANTANDER
Product/Service: BANK
Agency: TALENT
Date of First Appearance: Mar 16 2010 12:00AM
Entrant Company: TALENT, São Paulo, BRAZIL
General Media Director: 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: Daniele Camargo (Talent)
Media Assistant: Renê Bedotti (Talent)
Media placement: Newspaper Campaign - Folha De São Paulo - 16 March 2010
Media placement: Newspaper Campaign - O Estado De São Paulo - 16 March 2010
Media placement: Radio Campaign - Eldorado - 18 March 2010
Media placement: Radio Campaign - Band News - 18 March 2010
Media placement: Radio Campaign - Bandeirantes AM - 18 March 2010
Media placement: Radio Campaign - Jovem Pan AM - 18 March 2010
Media placement: Pay TV Campaign - GNT - 08 March 2010
Media placement: Pay TV Campaign - USA - 08 March 2010
Media placement: Pay TV Campaign - Globo News - 08 March 2010
Media placement: Pay TV Campaign - MTV - 08 March 2010

Results and Effectiveness
Results were amazing. Our campaign captured hearts and minds all over. Spontaneous media return was huge, spreading the campaign impact to a much wider target group and definitely turning it unforgettable. Santander’s Twitter reached Topic Trending: the 10th most commented word among São Paulo users, impacting more than 100,000 people. Specialised and non-specialised media vehicles enhanced the relevance, creativity and quality of this action.

Creative Execution
Our campaign was a combination of unique, integrated actions which, in 15 days, were able to translate and demonstrate the idea of getting together. •Simultaneous 60-second TV break, aired by all TV networks and major cable channels. • On March 16, subscribers of the two most important Brazilian newspapers received both titles, sponsored by Santander. A front-cover insert ad carried our message. • A live radio transmission where two well-known journalists talked about the importance of “getting together”. • Subscribers of the most important editorial company in Brazil received complimentary magazines, combining titles of different areas of interest: career and wellbeing, home and travel, home and business. It was a breakthrough action, created and developed by us, which brought not only a real comprehension of the brand’s goal but also great media 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. The promise was of a new relationship model 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 message 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 the two banks working together, we brought together open and cable TV networks, newspapers, radios and magazines. A unique, concrete and powerful action, never done before.