Unlocking a prosperous and sustainable future
| Client | Santander Global Cards |
| Where | Global |
| What | Banking |
| When | 2023 |
Redefining the business terrain ---- We define a value proposition that is more differential and attractive to the market ---- We generate scalable work dynamics ---- We generate brand value with transcendent and significant values for society
01
THE CHALLENGE
Defining the future of payments through sustainability
Faced with the challenge of generating services with social impact through its credit cards, Santander reviews its strategy and recognizes the need for a robust strategic framework. At the same time, it seeks to create an innovative narrative that redefines the bank's actions as a whole, establishing a meaningful connection with payment methods.
02
THE SOLUTION
The way we interact as a driver of change
Right now, cards, Santander's only real physical asset, are limited to facilitating an exchange and financing our purchases. That's their way of connecting us to the world. The way we transact is connected to our habits. Cards are created in response to these habits and to the current economic model based on consumption.
We pay as we live
The new narrative manages to give another meaning to payments through the use of prospective techniques. In this innovative framework, consumers move from unconscious habits, where decisions are made out of inertia and pleasure, to conscious ones. Today's transactions, which seek to be invisible, are transformed into conscious transactions with value. The card ceases to be a simple transactional interface and becomes a guide, assisting users in reducing their environmental impact and helping Santander to finance the shift towards a greener lifestyle.
"We are able to rethink organizations through a change of narrative and contextualize them based on the challenges that society is facing, to make them more relevant in the current context."
Alberto Barreiro - Director of Transformation at The Cocktail by VML
TIMELINE
2023
At the beginning of the year, Santander realizes that its actions are not really connected to its brand and do not have a deep impact on its users. We take on the responsibility of giving meaning and a new narrative to the brand.
We want to position payment methods as the bridge that connects Santander with partners committed to building a better future, fostering collaboration between people, communities, institutions and companies.
CONCLUSION
Creating a value proposition linked to sustainability
THE RESULT
We leveraged the strength of the brand to create a value proposition that would turn its payment methods into reliable guides to drive a conscious change in the habits of its users. A true source of value that allows Santander to build, together with its customers, the prosperous and regenerative economy we all need.
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