Driven to do better
September 17, 2014
In 2011 a member of the senior team now with Beyond Red secured the services of professional golfer Rory McIlroy for banking giant Santander.
At the time the bank was rapidly building its UK profile following the acquisitions of Abbey National, Alliance & Leicester, and Bradford & Bingley and was re-branding a huge number of high street branches.
McIlroy’s signing complimented the bank’s existing partnership with McLaren’s F1 team, in which Lewis Hamilton and Jenson Button promoted the bank’s positioning ‘Driven to do better.’ The team provided strategic and activation expertise to bring this sponsorship to life through advertising, digital, and live events.
The highlight of this campaign was a major PR activation event with Rory McIlroy on the banks of the Thames. This event, leveraging McIlroy’s involvement with the Ryder Cup the following week, supported the cross-channel launch of Santander’s 123 product.
The World #1, and London Mayor Boris Johnson, teed off at targets from a pontoon on the river in front of a large press contingent and many members of the public. Visitors could take part in competitions, have a go at putting, and have selfies with the golf star. The fully-integrated PR stunt also saw 3 Santander customers win instant holidays as McIlroy hit targets on the Thames. Major media outlets, such as TalkSport, engaged with the event live.
There was also a charity shoot out which raised money for The Rory McIlroy Foundation and the NSPCC. This challenge saw Rory hitting the target as many times as possible in two minutes, raising a total of £13,000.