SANTANDER

Challenge
Founded in 1857, of Hispanic origin, globally recognized.
Despite a rapid rise since its arrival in the French market in 2015, via consumer credit in the automotive sector, its reputation hinders its development against an increasing number of bold neo-banks in their communications.
How to support the largest European vehicle financing bank to emerge as a brand in its own right (and not as a brand carried by its BtoB partners) to grow its business on French soil?

Solution
To convey a pragmatic emotion! By revealing what drives the Santander teams and what legitimizes them to do so.
We position ourselves with our target at key moments in their lives. An identified need (a car for work) that must allow them to bounce back, to think positively about the future. A deep desire (a VAN to travel the roads) that must enable them to fulfill a part of their dream, to achieve themselves. In all cases, a necessity to move forward, to think about tomorrow. TO MOVE FORWARD in life. Serenely. Without hindrances.
At this crossroads, Santander is pleased to support everyone in imagining a more pleasant, smiling, and serene tomorrow. And it does so seriously, reassuringly, and unfailingly because it remains the bank
number 1 in Europe for vehicle financing!

To define a clear positioning for BtoC and BtoB targets in the French territory, which is consistent with the global guiding line. In order to conceive a singular communication territory that will allow the brand to tell its story exclusively.
Through a dual-reading editorial rhythm, we establish the benefit for the target, but also the brand's enthusiasm to support them. A style and codes that are intended to be specific to the brand, applicable to all products offered by SCB. A smile, positivity. And a seal of leadership!
Irrigation of the territory on the brand's branding tools. Designing a specific advertising campaign for the past partnership between Santander and La Centrale: videos, banners… whose message adapts according to the conversion funnel.