Santander Bank

Formula 1, Mexican GP: Branded content with Scuderia Ferrari drivers

Objectives

  • Creating a buzz on social media with a friendly and amusing video, in line with the Bank’s new corporate culture (simple, personal & fair).

Minerva Marketing Solution

  • Design and production of exclusive audiovisual content with the Scuderia Ferrari drivers in Maranello.
  • Exploitation of the Mexican “momentum”: return of Formula 1 to Mexico City after more than 20 years, Esteban Gutiérrez as Ferrari driver, etc.
  • Communication of the Bank’s global dimension as well as its local popularity in Mexico.

Results

  • 7.4 million views (TV, digital media, Facebook, YouTube, etc.)
  • Broadcasted on 7 TV channels in Spain, Germany, Italy and Mexico.
  • Published on 110 general information/sports websites in Spain, Germany, Italy, United Kingdom, Mexico, Brazil and United States.