Santander campaign focuses on 'everyday value'

Santander: campaign based in Shrewsbury
Santander: campaign based in Shrewsbury

Santander, the Spanish-owned high street bank, has rolled out a new campaign promoting the "value" it offers customers.

A new TV ad, which breaks on 23 September, sees the brand visit the Shropshire town of Shrewsbury, talking to local people about the value credentials of its products.

Santander branch staff are shown using Santander’s ‘Cashback Calculator’ digital tool to reveals how much they could potentially save in a year with that brand’s 123 Current Account and 123 Credit Card.

A giant "totaliser" in the town centre is then shown to hit the £1m mark, the total amount the town’s population could save by banking with Santander. As a result of reaching £1m, the bank donated £25,000 to a local charity

Subsequent executions will focus on the ‘Cashback Calculator’ app itself, as well as a video-on-demand push showing testimonials from consumers in Shrewsbury who were impressed with the products.

It follows the launch of a "more human" marketing strategy in March, moving away from the "red brick" creative theme of previous ads. Formula One brand ambassadors Jenson Button and Lewis Hamilton are expected to return in forthcoming marketing activity.

Keith Moor, UK marketing director at Santander, told Marketing the ad is part of a two-year plan to bring the brand closer to "real people" and re-establish trust following the banking crisis.

"We’re moving to a communications strategy that’s about real value every day. Banks have a very poor reputation, so we want to be more human and be closer to real people," he added.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83