Santander Bank has partnered with Arnold Worldwide to reposition Black Friday and generate more stateside brand recognition.
The bank (a wholly owned subsidiary of Madrid’s Santander Group) this week launched an integrated marketing campaign that positions Black Friday as a day to spend time with family instead of scratching and clawing for deals at a big-box retailer.
In the course of the campaign, the phrase "Black Friday" itself suggests time with family and friends. "Black Bean Soup Friday" celebrates volunteerism, "Black Belt Friday" suggests watching martial-arts films with the kids, and "Black Top Friday" portrays the joys of a friendly game of basketball.
Arnold Worldwide creative director Andy Clarke recognizes this might seem like an unusual strategy for a bank that benefits from holiday spending. He told Campaign he hopes the campaign will allow Santander, which is a relative newcomer to the U.S. market, to build relationships with American consumers.
"It was really important that we partnered with Santander to build meaningful connections with consumers that are based on their family-values focused European roots," Clarke said.
Kathy Klingler, chief marketing officer, Santander U.S., explained the campaign expands on the brand’s promise to "make real and meaningful change that drives progress for our colleagues, customers and communities." The campaign is part of Santander’s strategy to differentiate itself from other brands.
"When Santander entered the U.S., we knew that customers didn’t have any familiarity with us so we had to be different," Klingler told Campaign.
Arnold has been working with Santander since 2012. Klingler said the two companies have other innovative ideas on the way.
"We value the partnership and their team who walked beside us through the US positioning and our brand launch," she said. "This recent work for Black Friday is testament to the partnership."
Client: Santander Bank
Agency: Arnold Worldwide
Chief Creative Officers: Wade Devers, Pete Johnson
Creative Director: Andy Clarke
Art Director: Sara Goldsmith
Copywriter: David Register
Producer: Lisa Sulda
Assistant Producer: Rebecca Teitelbaum
Business Affairs: Jen Wrentmore
Planners: Marissa Kelley
Strategy: Justin Stone
Marketing Producers: Barb Reilly, Karen Morales, Renee Herendeen, Shaye Ellis
Production Company: Minder
Production Company Executive Producer: Chris Jennings
Production Company Producer: Meriden Estes
Director: Steve "Stebs" Schinnerer
Editing Company: Lost Planet Editorial