Challenge:
Banco Santander set out to bring the number one retail bank in the world to the U.S. through the acquisition of Sovereign Bank. The challenge was to launch a brand that had little name recognition in the U.S. in an extremely competitive landscape.
Solution:
Sponsorships, consumer events, employee engagement, and celebrity partnerships to launch a bank with more than 700 branches.
Ribbon cutting and media event in Herald Square, New York featuring Mayor Bloomberg and events across New England and the Tri-State area
Lincoln Center VIP event for top clients, press, and executives from around the world
Town Hall events to onboard 9,000 former Sovereign employees
Branch unveiling events in 5 markets simultaneously
Brand integration for Boston Duck Boat partnership with Dunkin Donuts, Kick Ass Cupcakes, Metro Boston and the MBTA
Results:
23% increase in traffic to santander.com
75,000 extra20 checking accounts opened
95% increase in brand awareness
