SANTANDER
Capabilities
Startegy
Service design
User experience
Brand communication
BZ WBK Santander, Poland’s third largest bank, was planning a complete rebranding to Sandander. The bank needed a strategic innovation that would both provide true value to its customers and serve as a symbol of positive change. In response to Santander’s brief, Touchideas developed the concept of a ‚self-configuration account’. The ‚Account as you want’ served as the foundation for BZ WBK’s successful rebranding to Santader Polska. It was the market’s first bank account of its kind.
Over 1 million people opened ‚Account As You Want’ within a year of its market launch (a record-breaking conversion in the Bank’s history, i.e. the number of customers who changed their current account to ‚Account As You Want’, newly opened accounts, and new customers of the Bank). Bank as you want’ became the new claim of Santander Bank in Poland”
ACCOUNT AS YOU WANT
We came up with the idea of a self-configuration account in response to the insight from client interviews and workshops with bank consultants: ‚People dislike it when banks impose their rules on them. Customers do not want to be surprised by unexpected charges or when they have to pay for services that they did not use.’
The ‚Account As You Want’ allows the customer to choose what he uses and what he pays for. By activating the packages, the customer can tailor the account to his specific requirements - he chooses what he will use. Some open a ‚Account As You Want’ account to encourage themselves to save on a regular basis, while others expect financial rewards from the bank, and those who travel abroad need insurance and easy access to currencies. ‚Account As You Want’ keeps things simple while meeting the needs of various groups. ‚Account As You Want’ has guided the development of the bank’s new products. The Red 8 agency prepared the rebranding campaign with our strategic assistance.
Marcin Pawłowski
Head of Retail Marketing and Offer Development