Ad of the month (UK): Santander UK

Aishwarya Dabhade
August 05, 2021, 3:27 AM UTC

Santander UK is on YouGov’s radar for July’s Ad of the Month, having achieved the highest uplift in Ad Awareness of any brand in the UK. 

According to data by YouGov BrandIndex, Santander has seen a rise an 8-point rise in its Ad Awareness score - from 10% on June 27 to 18% on July 28. The increase in Ad Awareness, which measures the proportion of people who have seen an ad for a brand in the prior two weeks, coincides with multiple announcements from the bank and campaigns that made news in the past month.    

Perhaps most noticeable to consumers has been the bank’s long-standing collaboration with Britain’s favourite entertainment duo, Ant and Dec. The pair have appeared in ads for Santander since 2019, running their own parallel financial services company, the Bank of Antandec.  

In the last week of June, Santander UK also announced a partnership with Alzheimer’s Society to become a dementia-friendly bank. The bank asked that customers notify their respective branches as the bank promises trained staff, dementia-friendly products and branches as well as improved internal policies. 

On June 27, the percentage of people who had seen Santander UK’s ad was 10% (its lowest score since January 4, 2021). After the announcement, the bank’s Ad Awareness score saw a gradual increase to 18% on July 26.   

During the month of July, the bank also launched a campaign called #PushOffPolitely. Santander revealed that Brits receive 150 million suspicious calls every week. Following this announcement, Santander UK also announced the rollout of Santander UK’s global cash management platform as part of the bank’s ongoing digital transformation programme. 

 

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Santander UK’s Ad Awareness score is based on the question: Which of the following banks/building societies have you seen an advertisement for in the past two weeks? Scores are based on an average daily sample size of 309 adults in the UK between June 27 to July 26. Figures are based on a 4-week moving average. Learn more about BrandIndex.