Santander Promo, Case study CHRISTMAS IN THE ALEMÃO COMMUNITY by Pepper

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Industry Banking & Financial Services
Media Promo & PR, Case study
Market Brazil
Agency Pepper
Creative Director Fernando Tomeu Wunderman
Art Director Nilson Nag
Copywriter Daniel Boanova
Released December 2010

Credits & Description

Category: Corporate Responsibility
Product/Service: BANK
Vice President, Creation and Planning: Ale Alves (Agency Pepper)
Creative Director: Fernando Tomeu (Agency Pepper)
Art Director: Nilson Nag (Agency Pepper)
Copywriter: Daniel Boanova (Agency Pepper)
Digital: Claudio Dantas (Agency Pepper)
Media placement: 50 Thousand Wreaths - Garland - 15/12/2010

Summary of the Campaign
In November 2010, the police and the army invaded the Alemão Complex, a low-income community of Rio de Janeiro. This had international press.

Santander was the first bank to open a branch at the community. It was a good moment to show the company’s commitment to the local population.

With the year ending, nothing was better than a big Christmas party to bring back joy.

The merriest Christmas Alemão Complex had ever seen had to be organized in only 15 days. This also had international press.

The Situation
Alemão Complex is a community in Rio de Janeiro with 100,000 dwellers who earn on average, 100 dollars a month and which used to be dominated by drug traders.

In November 2010, after a series of criminal attacks, the police and the army invaded the community. This was news all over the world.

Santander was already present at Alemão through its branch – the first in the complex’s history, with 70% of local employees.

After the days of tension, Santander knew it could bring joy back to locals.

The Goal
Santander had already committed to the Alemão Complex by opening the first branch in the community’s history.

Now that dwellers had just lived tense and violent moments, Santander wanted to give them a message of joy and hope.

It had to be something that symbolized that better days were coming. Something that extended beyond the community, taking good news from Alemão to the world.

The Strategy
Actions - which involved collection and distribution of gifts, recycling workshop and the construction of a giant Christmas tree, which would be inaugurated with a big party.

The tree was “planted” at the top of Adeus Hill, a point with great visibility to all dwellers of the Alemão Complex which used to be the headquarters of drug traders.

The gifts were collected at the 100 branches of Santander in Rio and then distributed to the community.

To have a harmonious interaction between the bank, community and the authorities, the action of AfroReggae was essential. The NGO, which conducts a social inclusion work through art and is supported by Santander, is a respected interlocutor in all communities of Rio de Janeiro.

During the mounting of the tree, many actions were carried out to involve the community.

On December 10, 50 thousand wreaths were distributed to locals to decorate their houses.

On December 11, at AfroReggae’s headquarters, a workshop on Christmas decoration with recyclable materials was carried out. The workshop received 1,500 children, who created 4,000 decoration items.

Meanwhile, the 100 Santander branches in Rio collected gifts donated by clients, employees and the bank itself, which were distributed to locals on December 19.

The tree was inaugurated on the night of December 19, with fireworks, musical shows and live broadcast on TV. The party received over 10,000 people.

All actions were advertised in a blog published by young dwellers, authors of a community newspaper. They also advertised the actions on the newspaper’s Twitter profile, with over 40,000 followers.

Documented Results
- 50 thousand wreaths distributed to the dwellers of the community
- 1,500 children participated in the decoration workshop, making 4000 items
- 50 thousand gifts distributed to the community

- 1 23-meter tall Christmas tree, all decorated in LED lights
- 10 thousand people in the inauguration of the tree

- Over 7 thousand visits to the blog
- Over 1,000 retweets
- 590,000 people impacted over the web

- Inauguration of the tree is broadcast live by Brazil’s largest TV channel and rebroadcast to over 150 countries
Duration: 6 minutes at prime time on Sunday

- Coverage at CNN: Duration - 2 minutes

- 10 reports on 5 other TV channels. Total exposure: 50 minutes

- 20 articles in 9 newspapers

- 82 news items on 51 websites

- 6 reports on 4 radio stations. Duration: 15 minutes