Our Challenge/
Santander, very simply, challenged us with doubling the number of Young Workers accounts opened year-on-year…four years on the trot. With no other communications about the campaign, all sales were down to us.
The Collaboration/
From our ongoing research, we knew our original insight held true. 16-21 year olds who have decided not to go to university are proud of their decision and highly ambitious about their earning potential. At this life-changing moment, they are hungry for career inspiration from career mentors.
The Creation/
Based on this insight, we created the Inspired Choice campaign, which is about aspirational and high profile celebrity mentor role models from industries accessible without a degree, providing young workers with career inspiration and genuine skills. Over the years we’ve worked with mentors such as chef, James Martin to Trevor Sorbie and Trevor Nelson to Denise van Outen and Ryan Giggs, positioning Santander as a source of inspiration in young workers’ choice of career, helping them to start out and inspiring them to aim high. A bank helping account holders to be successful in their careers and earn more money – what could make more sense? By signing up for a Premier21 account, young workers gain exclusive access to hints and tips for breaking into their chosen industry through podcasts, web chats and the ultimate prize – a masterclass with one of the mentors. We delivered an integrated communications plan including social media, PR, in-branch POS, experiential and events.
The Connection/
The Inspired Choice campaign has:
- Revolutionised marketing to young people in this sector. Santander dispensed with the traditional one-off gifts and created a genuine long-term benefit to young workers.
- Inspired a 225% year on year increase in accounts opened and average CPA reduction of 22%.
- Created a halo effect for the brand, stimulating a massive PR reach of over 360 million in one year
- Engaged 16-21 year olds with a bank account using social media with one masterclass video attracting over 150,000 views in 2 weeks.
The work has also gone on to gain industry recognition winning multiple awards between 2007 and 2010 including an MAA, FMBE, Finance Industry award, DM and PR Week award.
