Santander’s CMO on the role purpose plays in the brand's ‘Unlocking London’ cycle campaign

Santander’s CMO on the role purpose plays in the brand's ‘Unlocking London’ cycle campaign 1024 515 C-Suite Network

As part of its ongoing sponsorship of London’s self-service cycle hire scheme, Santander has unveiled a fresh ad encouraging people in the capital to ‘Unlock Your London’ as it also looks to show people that it is about more than just bank accounts.

The campaign features a range of influencers including fashion blogger Ellie Adams and ‘Foodbusker’ writer John Quilter, who are shown using the Santander Cycles to travel to their favourite spots in London to hammer home the idea that bikes aren’t just for commuters. Longtime brand ambassadors Jessica Ennis-Hill and Jenson Button also make an appearance.

For Santander’s chief marketing officer Keith Moor, it’s important that the bank weaves itself into the lives of customers and potential customers by putting itself at the heart of their everyday experiences.

“It’s about conveying our purpose and helping people — and businesses — prosper,” he says. “Doing that isn’t just about helping them with their banking. It’s about looking at the communities they live in and then helping improve those and supporting initiatives that provide a more sustainable future for people in the UK; supporting cycling is one way of doing that.”

As part of the push, each influencer involved has curated their own route for riders to follow. These will sit on a bespoke landing page showcasing the best spots across the city for working out, eating, shopping and more.

Unlocking social

When The Drum caught up with Moor back in May he said that social media would play an integral role in driving customer loyalty. When pressed on how ‘Unlocking London’ will aid the brand in this mission, he explains that the ads focus around experiences offer up a different way for Santander to speak to people online.

“It’s not just about banking, it’s about fitting into their lives. [The sponsorship deal] allows people to see that we’re a brand that’s got a wider perspective to offer, we’re not just about bank accounts.”

Moor says…