• <h1>Santander Bank</h1><h2>Formula 1: Strategic services</h2>
  • <h1>Santander Bank</h1><h2>Formula 1: Strategic services</h2>
  • <h1>Santander Bank</h1><h2>Formula 1: Strategic services</h2>
  • <h1>Santander Bank</h1><h2>Formula 1: Strategic services</h2>
  • <h1>Santander Bank</h1><h2>Formula 1: Strategic services</h2>

Santander Bank

Formula 1: Strategic services 

Objectives

  • Building a unique global brand
  • Boosting the business in key markets

Minerva Marketing Solution

  • Evaluation and recommendation of Formula 1 as a global brand platform.
  • Support in the optimisation of the sponsorship asset’s portfolio.
  • Support in the negotiation of the sponsorship considerations on a qualitative and quantitative level.
  • Design of an activation strategy around the different sponsorships.
  • International sponsorship ROI: monitoring and assessing the brand’s media exposure.
  • International sponsorship tracking: study on the real contribution of the sponsorship to the brand and to the Santander business.
  • Design and update of the dashboard for the strategic supervision of the sponsorships.

Results

  • Santander has become the second brand most associated to Formula 1 on an international level (source: Minerva Marketing).
  • Formula 1 sponsorship has been five times more efficient than conventional advertising (source: Minerva Marketing).