SANTANDER
Capabilities
Strategy
Service design
User experience
Brand communication
BZ WBK Santander, Poland’s third-largest bank, was planning a complete rebrand to Santander. The bank needed a strategic innovation that would provide real value to customers and symbolise positive change. In response to this brief, Touchideas developed the concept of a ‘self-configuration account’. This served as the foundation for BZ WBK’s successful rebranding to Santander Polska. It was the market’s first bank account of its kind.
Over 1 million people opened an 'Account as you want' within a year of its launch, setting a record for the Bank in terms of the number of customers who changed their current account, the number of newly opened accounts, and the number of new customers. 'Bank as you want' became the new slogan for Santander Bank in Poland.
ACCOUNT AS YOU WANT
We came up with the idea of a self-configuration account in response to insights gained 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 have to pay for services they did not use.'
The 'Account as you want' allows customers to choose what they use and what they pay for. By activating the packages, customers can tailor their accounts to their specific requirements – they choose what they will use. Some open an 'Account as You Want' account to encourage themselves to save regularly, while others expect financial rewards from the bank. 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 rebranding campaign was prepared by the Red 8 agency with our strategic assistance.
Marcin Pawłowski
Head of Retail Marketing and Offer Development