Rory McIlroy tees off with Santander

Santander asked us to come up with a way to engage global media to launch their new 1|2|3 World offer. We also had the added bonus of being able to use the world’s number one golfer. With four Major titles under his belt, Rory McIlroy took a break from the fairway and headed down to the UK’s most famous waterway. We designed a floating target on the Thames that Rory had to pitch at giving lucky 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 the world.

Rory took centre-stage on a second floating pontoon and was tasked with hitting key continents on the floating world map to trigger prizes for five lucky winners. Commentary was led by Sky Sports presenter Sarah Stirk, who built buzz and excitement during the day watched by a live audience of over 500 fans. The media moment was intensified by surprise participant in the form of Boris Johnson. Under the expert guidance of Rosy the Mayor of London managed to just about hit the target after a few a few practice shots.

The entire activation was a hole-in-one for our team and the client. The online recruitment of entrants hit our 5000 maximum entrees in record time. The media pick-up was phenomenal, and Santander felt that we leveraged 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 new product.

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