Santander needed to find a way to get more value around their Rory McIlroy partnership before the Ryder Cup to launch their new consolidated 1|2|3 World product.
Our creative concept involved Rory McIlroy taking a break from the fairway and heading down to the UK’s most famous waterway.
His challenge was to hit a giant world target underneath Tower Bridge from a floating pontoon giving lucky Santander customers the chance to win an all-expenses paid holiday to exotic locations around the world. Fans of the golfer were literally dropped into a branded Santander globe at the water’s edge where they could grab cash prizes, and an elusive golden ticket to get a chance to meet their hero and see a Santander 1|2|3 World.
Interest in the athlete was at fever pitch with Rory transcending the sport. We needed to appeal to ‘Passive’, ‘Casual’ and ‘Big Eventer’ fans
The arrival of London Mayor Boris Johnson provided the perfect media moment with the hero shot syndicated across all media. The entire activation was filmed to create attention grabbing bumper edits that could be used across all Santander owned media channels and on broadcast output throughout the Ryder Cup.
National and global media included The Times, Daily Mail, and Evening Standard, with online coverage from as far afield as The Australian.
The activation helped Santander leverage their global sporting ambassador in a way that took him off the back page and put him on the front to help them promote their ground-breaking new product.
The creation of additional branded content was a key driver in our thinking. The mini edits drove awareness and consideration amongst golf fans throughout the game’s biggest global tournament.
We helped Santander leverage their global sporting ambassador in a way that took him off the back page and put him on the front
The creative concept and delivery helped Santander generate interest around the new 1|2|3 World product amongst sport fans and beyond, helping them to get more value out of their partnership with the world’s most famous golfer.