Santander

\\ the idea
Use positive, active adjectives to demonstrate the interaction between things that are important to a student and the benefits of Santander Student Checking. It ties a student’s lifestyle needs into the necessity and value of their having this terrific financial instrument at
their disposal.

\\ target audience
College freshman

\\ channels
social | digital | mobile | merchandising | print | ATM | OOH

\\ business goal
Promote Student Checking Account to drive acquisition.

\\ campaign goal
Convince college freshmen starting their college careers as well as returning upperclassmen to open a new Student Checking Account with Santander.

\\ key message
A checking account that is designed to match their life.

\\ insights
Freshman students are entering a major life change as they face the adventure of college and/or university life. It doesn’t matter what
their way of life is; their way of life is their own. What does matter is that we recognize their individuality, and market to them in positive, meaningful ways. Their one commonality is their need for funds and a checking account and debit card.

\\ results
The campaign created over 18,000 new student checking customers