Santander combines outdoor and PR for current account drive

Santander has launched an integrated campaign across marketing and communications functions to attract new current account customers.

The bank has launched a series of outdoor ads at busy commuter centres and supplemented this with a PR-led personal finance press campaign.

In a media statement on Tuesday (14 May), the bank said it was offering a reward of £175 to customers switching to an eligible Santander UK current account.

“Following a fantastic response to our switcher incentive earlier this year, we are pleased to be able to offer yet another reason to join the bank,” said Andrea Melville, the bank’s current accounts, savings and business banking director.

“Our switching offer gives customers an added boost, while our Edge current accounts provide customers with long-term ongoing value, through cashback on their essential spending and household bills.”

The PR campaign coincided with the launch of a new outdoor advertising campaign to raise awareness of its new Edge current account, which is appearing in major urban public areas.

The out of home (OOH) campaign is at sites including Westfield London, Piccadilly Lights, Imax, Oxford Circus, Waterloo and in strategic sites in Liverpool, Hull and Newcastle.

The OOH element was planned and bought by and Posterscope with creative by the House 337 agency.

The Santander Edge current account offers customers up to £20 a month from cashback on essential bills and spending, a linked 7% AER easy access savings account, and fee-free spending abroad using the Santander Edge debit card, for a £3 monthly fee.