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Santander creates “From Bus Stop to Bus Stop” campaign to attract millennials.

As part of the bank’s new general brand position, surrounding the phrase “How can we help you today?“, a new stunt to approach Millennials was crated by Talent Marcel, in partnership with Vice.

Branded interactive bus-stops were installed nearby major universities in the city of Sao Paulo, which besides offering free wi-fi also provided different types interactions, including cellphone chargers, karaoke stations, printing literary messages, movie tickets – provided according to the user’s mood,  sports drinks, raincoats – available during rainy days.

From these activation stations, random users are invited to participate in unique experiences, which are filmed as part of the “From Bus Stop to Bus Stop” web-series and will be source for printed ad campaign to be applied in major cities  through the country a few months. So far 3 episodes have been produced (playlist embedded below), including Helder who was charging his phone and was invited to be part of party featuring different technologies, Bruno who was singing at the karaoke bus-stop, and was invited to a Laundry-Bar, that featured karaoke and Michele who got printed poetry and was invited to an Open Poetry/Music Bar.

The goals from this stunt are to set a better connection between the younger audience to the bank.

Source: Adnews and Clube da Criação

Involved Agency: Talent Marcel / Vice

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Born in Taipei, Taiwan, but raised and living in Sao Paulo, Brazil. I work as researcher at LSI-TEC (www.lsitec.org.br) in Brazil in the field of electronic interactive media (emphasis on endutainement, accessibility and technology applied on education) and also as an New Media and Communication Analyst for FEBRACE (www.febrace.org.br), working directly with public engagement and content curation for this project that is related to STEM education promotion via Science Fairs.