Everybody has seen a CEO give uninspired business updates that fail to connect or inspire across a workforce. The launch of Edge, a landmark moment for the business, needed to build excitement from call centres to retailers, head office to C-suite. It needed to engage everybody through a ‘for the people, by the people mindset. So, why don't we actually involve everybody? 

A phased campaign designed to build intrigue and wonder ahead of the big reveal. A suite of physical and digital assets were strategically placed across all Santander sites in the UK, with comms campaigns, desk drops, graphics and more taking place in the lead up. To celebrate the launch, people from every corner of the business contributed to the launch video. We empowered their workforce by giving them a central part in the communication strategy.