FMBX News

Santander in promotional stunt drive with Carat

By Harriet Cramer

In amongst the suits that usually pass through Triton Square, a giant splash of red appeared yesterday, in the shape of a 45ft long red brick F1 car.

Surprised executives and young professionals - dashing out for a cigarette break or a coffee - took an extra few minutes to admire the giant Santander Formula One car, taking pictures. A Formula One simulator from McLaren is providing a further distraction for passers-by.

According to event staff from Carat, the car is inwardly promoting Santander to the employees in the main Santander offices right behind it, as well as outwardly promoting to the general public the new credit card, current account and mortgage schemes from Santander. The stunt is a response to the new tagline in Santander’s advertising “Driven to do Better”, complimenting an advertisement first screened in the UK on Sunday and featuring McLaren Mercedes drivers Lewis Hamilton and Jenson Button. The same advert and the live event build are being screened alongside the brick car. On the first morning of the stunt, event manager Andy told me “The public response has been amazing, people very enthusiastic and asking lots of questions.”

The event is also staffed by a retail team from Santander, who can answer any questions the public have and who know the financial products in detail.

The concept to build was put together by Carat Sponsorship’s head of brand experience and events, Paul Hicks.

Says Paul: “The actual car from the advert took 12 weeks to build, but to get it live in Triton Square took 11 hours. It weighs 7 tonnes and consists of 8000 red bricks.  We needed five flat build lorries to transport it in pieces to the site where we reconstructed the car with the help of cranes”

Paul is particularly enthused to see a financial services brand taking on an event like this: “It looks amazing. It is a big thing for a financial services brand to do its very experiential and not many other financial services market in this way”

Paul is expecting a wide range of media, consumer and business press to pick up on the stunt and to generate a significant online traffic.

Being outside Santander HQ, event could not be more on show to the client, a factor that will have put Carat under pressure to perform. The promotion area is very visible from Euston Road, and has been negotiated for a week, free of charge from Regent’s Place, and first day impressions suggest that ‘Driven to do better’ will make a positive impact for both Santander and Carat.

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