How to turn the Santander account into the rewards account and increase its perceived value?
Santander is currently the largest private bank in Portugal and offers a wide range of financial products and services, including accounts, loans, cards, insurance, and investments.
The 360º campaign 'Santander 123 Está Lá' originated from a real client brief during the final project of the UX/UI Design course at EDIT. In collaboration with colleagues from UX/UI Design and Digital Marketing & Strategy, we developed an integrated campaign to reinforce the value proposition of the Santander account.
The goal was to enhance the perceived value of the Santander account and position it as the rewards account, making it more relevant for three target audiences:
Young Adults
Families with children
Seniors During the project, I was responsible for:
Participation in the initial brainstorming phase with the team, contributing to the development of the creative concept for the campaign.
Collaboration in defining the digital strategy, ensuring visual and communicational coherence.
Designing the survey to gather user insights.
Creating the personas representing the different target groups.
Design and development of the campaign microsite.
Design of the email marketing newsletter. The 'Santander 123 Está Lá' campaign was created based on the following conclusions:
The relationship between clients and Santander goes beyond banking.
Santander is present in the daily lives of its customers.
More than partners and rewards, the true value lies in the experiences we provide. To materialize this vision, several touchpoints for the campaign were developed, including:
New features in the mobile app.
Dedicated campaign microsite. Explore the microsite.
Social media posts.
TV spot.
Billboards and banners.
Email marketing newsletter. With this approach, we were able to communicate effectively and engagingly with each target audience, consolidating the Santander account as the rewards account.
