How Santander Consumer Bank went from one-off campaign to structured audience building
How does Kimi Raikkonen and Formula 1 fit into a native advertising campaign for a digital bank and what are the lessons learned from this odd mix of sport and finances?
In this Keynote, Jeppe Madsbad Lauritzen, Nordic Marketing Director at Santander Consumer Bank will take you on quite the ride and tell you the story of how a traditional corporate sponsorship ended up changing the entire setup for marketing activities and sparked new ways of thinking strategically about content within Santander.
You will walk away from this session:
- How Kimi taught Santander the power of content
- Why and how Santander is working towards building a content powerhouse
- Where native advertising fits into that content equation and why it is important to Santander.