Challenge: After Robert De Niro become our spokesperson for Extra20 Checking, we negotiated a $1mm two year sponsorship with the Tribeca Film Festival. Our challenge was to show off both brand and product with our activation.
Solution:
To solve for our branding goals, Santander became the official bank of the Tribeca Film Festival. We took our anthem tv spot and edited to fit pre-roll specs to be shown before every movie screening at TFF. Additional branding included TFF homepage web takeovers, digital banners, e-mail blasts, and social media.
To get the hype going pre-campaign, we blasted a sweepstakes for customers to win a chance to attend a private reception and screening to meet Robert De Niro himself.
To achieve success with marketing our new product, the Extra20 Checking Account, we sent street teams all over Tribeca to ask customers "What would you do for $20?" We filmed people's hilarious stunts, and made a name for ourselves, and our product, throughout the festival.
