Santander Bank

Formula 1, Mexican GP: Branded Content with Scuderia Ferrari Drivers

Objectives

• Creating 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