Santander targets females with 'more human' marketing strategy
Santander has overhauled its marketing strategy in favour of a more "human" approach to appeal more to female consumers.
Santander: moving away from previous corporate image advertising
The Spanish-owned high-street bank is moving away from the "red brick" creative theme of previous ads, which has been deemed too "corporate". In its place is a new campaign, created by Euro RSCG London, which more explicitly emphasises the benefits of its products to customers.
The new ads, which launched this week, promote Santander's 123 Current Account and Major ISA products. The former account promises to offer customers between 1% and 3% in cashback on direct debits to council tax and water, gas, electricity and communications providers, as well as interest payments between 1% and 3%, dependent on balance.
The TV execution features a voiceover stating, "You play, you save. You spray, you save. Stay in bed all day, you save", with flashing clips of real people and fictional characters, to convey the message that customers can save both when they are trying to, and when they are not.
Keith Moor, UK marketing director at Santander, told Marketing it was important to add a greater "human" element to its advertising.
He said: "While our previous campaign was engaging and memorable, the feedback is that it was a tiny bit corporate. The new creative allows us to be slightly more human and more feminine."
Santander, which has previously focused its advertising around brand ambassadors such as Formula 1 drivers Lewis Hamilton and Jenson Button, and golfer Rory McIlroy, will look to better integrate the use of the sportsmen with product messages.
Moor added: "The sponsorship assets have been very useful and we will definitely continue to use Jenson and Lewis, but it is important not to make a positioning just out of them,"
The current campaign was created by Euro RSCG, but Engine Group will remain Santander's "strategic partner", with campaigns divided up between the agencies on a project-by-project basis.
This article was first published on marketingmagazine.co.uk
Latest jobs Jobs web feed
- Account Director- Exciting Online Content Marketing Company- Up to £70,000 plus OTE Cedar Scott Up to £70,000 basic (up to £90,000 OTE) plus share options, Central London
- Global Product Manager Evans Taylor c£50k - c£60k p.a. plus car, bonus and benefits, North East of England or Central London
- Brand Manager Radisson Blu Edwardian, London Competitive , South Kensington, London
- ACCOUNT DIRECTOR/SENIOR ACCOUNT DIRECTOR - BTL/SP/Brand Experience - London - £45 - £55k plus bonus Judi Patton £45K-55K plus bonus, London/Greater London
- Senior Planning Director, International Agency, London, to £120k Fill Recruitment Ltd to £120,000, Central London
- Graphic Designer CitNOW £25,000-£35 000pa, Wokingham, Berkshire
Integrated digital marketing offers huge opportunities to engage, servic...
Mobile marketing is coming of age, and the pace of change is now exponen...
With UK consumers spending an average of £1,083 a year online, int...
Conversational Mobile Marketing: Engage Customers and Empower Advocates (Expert Reports) External website
The pressure is on for marketers and mobile operators to embrace a strat...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...