The One Show
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Category
Customer Experience / CX / In-Person
Annual ID
OS22_EX036M
About the Work
In the We Stand For Newstands project, Santander multiplies the opportunities to experience the brand every time someone passes by a newsstand. And took a step forward in what a bank can do for a small business. In this project, Santander revitalized newsstands and transformed its business model, creating new touchpoints not only with banking owners but expanding its service network for the entire population.
Santander, which has always positioned itself as a bank that is constantly on the side of small businesses, has been increasingly suffering from the competition of fintech, digital banks, and traditional banks interested in this business segment. At the same time, it noticed, between 2017 and 2019, the publishing market in Brazil had shrunk by 39%, a crisis that soon also hit newsstands. In 2018, more than one newsstand closed its doors each day, a situation that took millions of reais out of the economy and generated thousands of unemployed people.
Our idea was to revitalize the newsstands business as a way of demonstrating the bank's commitment to small businesses. In addition to a profound visual revitalization of the newsstands, the business model was also renewed. Without losing its editorial essence, we added new services, always respecting what each city region needed most. Moreover, the newsstands became bank correspondents and closed long-term outdoor media contracts, thus ensuring more significant and more sustainable profitability in the long run.
The result of the 6-month program is very encouraging: with 300 newsstands in the program, the bank expanded its service network by 10%, reaching even 20 small towns that did not have any bank branches. Bearing in mind that in small cities like those, the internet network is deficient, and having bank service in place is a leap in quality in many people's lives. Finally, and most importantly, each of these newsstand owners has seen their income increase by an average of 30% since they joined in.
Santander, which has always positioned itself as a bank that is constantly on the side of small businesses, has been increasingly suffering from the competition of fintech, digital banks, and traditional banks interested in this business segment. At the same time, it noticed, between 2017 and 2019, the publishing market in Brazil had shrunk by 39%, a crisis that soon also hit newsstands. In 2018, more than one newsstand closed its doors each day, a situation that took millions of reais out of the economy and generated thousands of unemployed people.
Our idea was to revitalize the newsstands business as a way of demonstrating the bank's commitment to small businesses. In addition to a profound visual revitalization of the newsstands, the business model was also renewed. Without losing its editorial essence, we added new services, always respecting what each city region needed most. Moreover, the newsstands became bank correspondents and closed long-term outdoor media contracts, thus ensuring more significant and more sustainable profitability in the long run.
The result of the 6-month program is very encouraging: with 300 newsstands in the program, the bank expanded its service network by 10%, reaching even 20 small towns that did not have any bank branches. Bearing in mind that in small cities like those, the internet network is deficient, and having bank service in place is a leap in quality in many people's lives. Finally, and most importantly, each of these newsstand owners has seen their income increase by an average of 30% since they joined in.
2022 Awards
Total Points: 3
Merit
Credits
Agency
VMLY&R / São Paulo
Suno United Creators / São Paulo
Music / Sound Production Company
Tentáculo Áudio / São Paulo -
Art Director
André Teixeira
Daniel Achucarro
Copywriter
Rafael Pitanguy
William Viscaino
Animator
Fernando Yagyu
Architect
Diego Miranda
Zeh Pantarolli
Chief Creative Officer
Benjamin Yung Jr
Rafael Pitanguy
Creative Director
Daniel Poletto
Rodrigo Senra
Beto Rogoski
Celso Alfieri
Director
Danilo Arenas
Luiza Campos
Editor
João MacFarland
Paulo Silva
Executive Producer
Caio Fusco
Flavia Zanini
Creative
Henrique Guimarães
Thiago Ribeiro
Vitor Bomfim
3D
Rodolfo Martins
Agency Production Team
Camila Naito
Mariana Marinho
Thais Gordon
Client Services
Paula Fernandes
Head of Agency Production
Nicole Godoy
RTV
Lais Papi
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