Santander UK has unveiled the second phase of its lauded marketing campaign featuring the comedic talents of Ant and Dec. The campaign, a continuation of the narrative surrounding the fictitious “Bank of Antandec,” aims to spotlight the compelling benefits of the new Santander Edge current account. This initiative not only marks a strategic pivot from the bank’s previous offerings but also demonstrates a sophisticated understanding of customer engagement and competitive positioning.
Insight: Understanding the Audience and Market Dynamics
At the heart of this campaign is a keen insight into consumer behaviour and market needs. The 123 current account, a former flagship product, set a high bar in terms of customer expectations. Recognising evolving customer priorities, Santander’s marketing team, led by Dan Sherwood, identified a growing demand for everyday value and financial benefits that integrate seamlessly into daily life.
Sherwood elaborates, “Our customers are looking for straightforward, tangible benefits that make a real difference to their day-to-day financial management. The Edge current account offers exactly that – cashback on essential spending, exclusive savings rates, and no additional fees for overseas debit card use.”
The decision to parody the traditional banking model through the “Bank of Antandec” allows Santander to address common banking frustrations with humour and relatability. The comedic failures of Ant and Dec’s bank serve as a foil to highlight Santander’s superior offerings.
Strategy: Positioning and Multi-Channel Integration
Santander’s strategy is multifaceted, leveraging both the nostalgia and popularity of Ant and Dec while also ensuring the campaign’s message is clear and impactful. The narrative of the “Bank of Antandec” struggling to compete with the advantages of Santander Edge serves to underscore the unique selling propositions of the product.
A significant element of this strategy is the comprehensive multi-channel approach. The campaign is not confined to television; it spans video on demand, cinema, radio, social media, digital displays, and in-branch promotions. Notably, iconic sites across the UK, including a live projection at Liverpool’s Albert Dock, have been utilised to maximise visibility and engagement.
By ensuring the message reaches consumers through multiple touchpoints, Santander reinforces the benefits of the Edge account, driving home the contrast between their offering and the fictional rival.
Creative Execution: Engaging and Entertaining
Creatively, the campaign excels by blending humour with a clear, persuasive narrative. Each advert features the “Bank of Antandec” attempting, and failing, to derail the launch of the Edge current account. This consistent thread of comedic sabotage not only entertains but also clearly communicates the benefits of the Santander Edge account in a memorable way.
The choice of Ant and Dec is particularly astute. Their enduring appeal and established chemistry bring a level of familiarity and trust, making the adverts more engaging. Moreover, their portrayal of well-intentioned yet inept bankers provides a humorous contrast to Santander’s professionalism and reliability.
The second phase introduces a twist, suggesting even employees of the “Bank of Antandec” cannot resist the allure of Santander Edge’s benefits. This narrative development adds depth to the campaign and keeps the audience invested.
Conclusion: A Winning Campaign
Santander’s second instalment campaign for the Edge current account is a testament to the power of well-executed marketing. By leveraging deep customer insights, a strategic multi-channel approach, and creative storytelling, Santander has created a campaign that not only highlights the practical benefits of their product but also engages and entertains.
As Sherwood aptly puts it, “The great value being offered by Santander is really starting to impact.” Indeed, the campaign’s success is evident not only in its reach and engagement but also in its ability to resonate with customers, ultimately driving the bank’s growth and solidifying its position in a competitive market.
