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Santander

360 Campaign

Santander Screen

How to turn the Santander account into the rewards account and increase its perceived value?

About the Project

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 Challenge

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:

  • Right Icon Young Adults
  • Right Icon Families with children
  • Right Icon Seniors

My Responsibilities

During the project, I was responsible for:

  • Right Icon Participation in the initial brainstorming phase with the team, contributing to the development of the creative concept for the campaign.
  • Right Icon Collaboration in defining the digital strategy, ensuring visual and communicational coherence.
  • Right Icon Designing the survey to gather user insights.
  • Right Icon Creating the personas representing the different target groups.
  • Right Icon Design and development of the campaign microsite.
  • Right Icon Design of the email marketing newsletter.

The Solution

The 'Santander 123 Está Lá' campaign was created based on the following conclusions:

  • Right Icon The relationship between clients and Santander goes beyond banking.
  • Right Icon Santander is present in the daily lives of its customers.
  • Right Icon 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:

  • Right Icon New features in the mobile app.
  • Right Icon Dedicated campaign microsite. Explore the microsite.
  • Right Icon Social media posts.
  • Right Icon TV spot.
  • Right Icon Billboards and banners.
  • Right Icon 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.

Santander Screen 1 Santander Screen 2 Santander Screen 3 Santander Screen 4