Banks should be ‘Simple, Personal, Fair’, Santander will state in its new ad campaign, set to launch tomorrow, 9 March.
Created by WCRS and Carat, the 90 second ad entitled ‘three words’ is a collection of vignettes which depicts everyday words being used to describe a variety of people and things, such as a mother, a brother and an athlete.
“Customers in the UK have been clear in what they want from a bank and they have been clear about what they expect from us at Santander,” Keith Moor, chief marketing officer at Santander, explained.
“We have embraced this challenge and our brand new campaign is about showing customers how we aspire to be Simple, Personal and Fair, showing them we are listening and doing all we can to build a better bank. This campaign will build on the success we’ve had in recent years in growing consumer awareness and confidence in Santander. This confidence is key attracting new customers and developing deep and lasting relationships.”
The ads continue to use brand ambassadors Jessica Ennis-Hill, Rory McIlroy and Jenson Button, but they are featured as part of the story, rather than being the protagonists.
Billy Faithfull, creative director, WCRS said: "There's something refreshingly honest about Santander's insistence that everything the organisation does must live up to three words. That's a truly viral, interactive idea. So this launch is just the start of what I'm sure will be an enduring campaign that will only continue to show how flexible it is with each iteration, from in-branch pens to Twitter posts."
The new message will also be promoted through outdoor, cinema, digital and press.