Focusing entirely on Santander’s internal employees, MeZa crafted an internal branding campaign designed to educate team members on the organization’s new global guidelines for corporate behavior.
Founded in 1857, Santander Group is one of the biggest banks in the world. It’s the primary financial conglomerate in Latin America, leading the area’s top markets in Brazil and Mexico. The institution is also the largest banking corporation in the Eurozone and has strong footholds in the United States and in the United Kingdom.
With over 193,000 global employees, Santander wanted to define a company-wide corporate behavior guide, focusing on 9 new topics, to shape the organization’s company culture. The organization decided to launch the campaign first in Brazil where approximately 50,000 Santander employees work in the worldwide headquarters and in local branches.
Was created a series of animations and team profiles to portray how the new Santander corporate behaviors would positively impact employees daily lives. Each team member received access to Intranet videos that utilized state-of-the-art augmented reality videos to transport employees into the digital campaigns. Within a few days of the launch, the platform already had 5,000 Santander team members regularly interacting with the site.
The campaign was a success. With an excellent engagement and acceptance rate across the various Santander teams, the campaign effectively introduced employees to the new 9 corporate behaviors.