Santander and Carat Live set off on 1-2-3 tour
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On 5th March, Santander and Carat Live launched the Santander 123 Current Account Roadshow, visiting 12 cities, over six days. The UK wide activity takes in city centres, train stations and shopping malls, with 35 days of activity in total.
This is Santander’s biggest ever campaign launch with a product is designed to give customers cashback on their essential living costs (“save when you spend”) and great interest (“save when you don’t”). The campaign, delivered by Carat, supports all the ATL and through the line activity and is about engaging and educating consumers and Santander staff about this groundbreaking new product.
The activity comprises two branded buses and six installations touring up and down the UK with giveaways in the form of ‘Oyster’-syle card/credit card wallets, umbrellas and a competition mechanic (guess the amount of coins in the perspex 1-2-3 stand) for the chance to win £1,230 per region (10 prizes in total).
The buses and installations are manned by branded event staff and supported by local Santander branch staff and Santander credit cards teams, in order to answer any questions on the financial products in more detail. The KPIs set are based around collateral giveaways (leaflets, gifts), deeper engagement and education and also competition entries.
During the eight live events on 5 March Carat reported that all targets were overachieved. Paul Hicks, head of brand experience and events, Carat Sponsorship, said: “We are really excited that Santander continues to choose Carat Live to activate these campaigns. Santander is proving to be at the cutting edge of the financial services market as they continue to launch innovative products in new and exciting ways, proving that not only can they talk the talk but can also walk the walk. “Financial institutions have been coming under a lot of scrutiny over the last few years; however, this new 123 current account product truly addresses that, rewarding consumers for spending and for saving. Being able to put your name to helping launch such innovation is fantastic.”
