Santander & AdSmart

Targeted B2B Advertising on TV

Santander

Background

Leading financial service provider Santander used AdSmart as part of a wider advertising campaign to promote their business banking service, Breakthrough.

Breakthrough is a financial service that is designed to help businesses reach their full potential and accelerate growth by offering a suite of support and expertise.

Objectives

Increase awareness and consideration of Breakthrough in the corporate and commercial business space

Have a positive impact on the Santander brand image

Top Line Results

Spontaneous Ad Recall up 21% vs control

Audience was 4 times more likely to be ‘in market’

Brand perception increased in various categories

29% increase in spontaneous purchase consideration vs control

11% took some sort of action

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