Juliana Cury, the bank’s CMO, talks about the repositioning of the bank’s high-income segment, signed by BETC Havas
After presenting the new positioning of the Free account, it was Santander Brasil’s turn to announce the launch of the repositioning of the Select segment, which has 1.4 million customers throughout Brazil, aimed at the bank’s high-income customers, with the message “It Starts with You”.
Signed by BETC Havas and Streetwise, the campaign aims to emphasize the sparks that make people take their next steps, in addition to proposing a more personalized signature with the inclusion of “you”, which gives a more individualized and human look to the customer who, according to Juliana Cury, CMO of Santander, has another level of complexity.
“In addition to this client having a different repertoire from the point of view of financial knowledge, they also have other life needs and are looking for new experiences. So, the first thing we did was to study and understand the behavior of consumers who were already in our base, to understand what their concerns are beyond their financial life as well,” explained the executive.
According to Juliana, the research showed that the Select customer has become more heterogeneous over the years and that it is no longer possible to draw up a single profile for these consumers. Furthermore, she also explains that, with this starting point, it was possible to plan a campaign that portrayed the consumer in the best possible light.
“From an imagery and representational point of view, the Free and Select campaigns are completely different because we are representing the consumer in a very faithful way, seeking to generate this identification in consumers. In Free, we talk a lot about courageous Brazilians who are in the hustle and bustle of everyday life. In Select, we are talking about the inner spark of those who make plans and take risks in bigger and more ambitious movements”, highlighted the CMO.
The “It Starts with You” campaign features a 60-inch film, which premiered during the Fantástico break this Sunday (30), and will feature a 360º expansion that includes open TV, closed TV, social media and OOH.
On social media, the bank will focus on Instagram, which is Select’s official channel, and will soon open channels on other platforms with native content that talk about the experiences the segment offers. In addition, Santander will also have the support of Fast Company and Meta to partner with influencers and content creators and a layer within digital portals to explore conversations.
In OOH, the bank will have a presence in the main corridors and consumer centers, in addition to being at the airports of São Paulo and Rio de Janeiro.
“New” Santander
Santander’s repositioning work has been underway for some time now and the launch of Select marks another chapter in the bank’s moves.
Juliana says that, last year, Santander set out to carry out in-depth diagnostic work, with consumer research and competitive analyses of the countries in which it operates, and with this, it was possible to make a new strategy tangible.
Under her leadership since February of this year — following the departure of Igor Puga in December 2023 — the executive stated that this is Santander’s “third act” for the market. She explains that the brand’s first moment happened right when the bank arrived in the country, in 1982, when it was necessary to bring credentials, stability and strength.
The second act took place in the last 10 years, when Santander focused its energies on localizing the brand, bringing it closer to Brazilians, speaking the same language and seeking connection with customers using celebrities, memes and national codes to generate “eye to eye”.
“Now, we understand that there is a time when consumers have more options and are more rational, while still making decisions based on a balance between reason and emotion. In a more intensely competitive environment, customers will find offers that are comparable, so consumers will choose based on emotions and identification. At this time, we have the challenge of building Santander as a brand that is loved and admired by people, not only for its promotions and products, but for its values,” explained Juliana.
