A Spoof Bank Thwarting Santander’s Every Move: The Launch of Santander Edge

How do you generate excitement and action in a category beset by apathy? No one enjoys organising their finances or changing accounts, so we knew we had to be bold and disrupt when launching Santander’s new Current Account: Edge. We already had the award-winning Ant & Dec under our belt, but we didn’t just stop there. We brought the infamous rivalry between the Bank of Antandec & Santander into the real world. We reinterpreted and utilised media in a completely different, innovative way... by sabotaging our own launch campaign! It started off as a strong (albeit ordinary) launch with dramatic, large-format media placements announcing Edge to the world. However, veteran newsreader Jon Snow had come out of retirement to report on some breaking news: our launch media up and down the country had all been defaced, with the Bank of Antandec sabotaging all our media formats in the dead of the night!