案例库 · 市场与品牌 · 市场决策 · 2019–2020
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Santander renamed itself AntandDec; mortgage applications jumped 24%
Santander temporarily renamed itself 'The Bank of Antandec' around Ant & Dec; mortgage applications rose 24% in its best year and the work won a 2020 Effie.
Santander UK
那一手
Santander UK's flagship rate-led account had lost its competitive edge and the bank needed warmth and growth in a category where trust was scarce. Most banks answer with reassurance ads; Santander chose absurdity.
Engine UK and Carat UK renamed the bank 'The Bank of Antandec', borrowing Britain's favorite presenting duo across branches, products and media. The joke of a bank named after two presenters was impossible to ignore, and the affection transferred.
Mortgage applications rose 24% — the best year Santander ever had — market share gained a point and brand-love scores hit records. Effie UK gave the campaign Bronze in Finance at the 2020 awards.
为什么管用
- Renaming the bank, not just hiring spokespeople, put the borrowed trust on every surface a customer touched.
- The self-aware joke let Santander talk about itself without the defensiveness banks usually project.
- Designed as a series, the campaign compounded recognition instead of fading after one burst.
可以搬走什么
A celebrity deal that changes the brand's own name transfers more equity than an endorsement, because the borrowed identity is experienced across every customer touchpoint instead of one ad.
后来呢
The Bank of Antandec ran 15 campaigns from 2019 to 2025; Santander called it its most effective marketing ever and renewed the partnership, adding a Silver Effie for Sustained Success in 2023.
资料来源
- Santander UK announces it has renewed Ant and Dec as its talent partners
- Effie UK reveals 2020 Effie Awards winners
- Santander ditches chief customer officer role following Saj Arshad exit
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