Santander
The Santander campaign complemented its cash account-opening incentive with a compelling family benefit, giving new customers access to savings on days out and experiences throughout the festive period.
Client:
Santander
Date Completed:
February 2026
Project:
Kids Pass
Objectives
- To provide an additional incentive to increase savings account and Cash ISA openings over the Christmas period.
- To provide customers with a relevant added-value reward during an expensive time of year.
Strategy
The strategy focused on providing a relevant family reward during the Christmas period, using Kids Pass as a test-and-learn initiative to assess how well the proposition aligned with Santander customers. Customers who opened a savings account or Cash ISA and deposited £100 within 30 days received a £200 cashback reward alongside a 12-month Kids Pass membership.
With Christmas being an expensive time of year and many families having additional time off, the proposition gave customers the opportunity to save money on days out throughout the festive period and into the months that followed. Customers received a unique URL via the Santander mobile app to redeem their membership, with the campaign supported by website creative, a dedicated landing page and social media activity highlighting the range of days out available.
Results
The campaign generated strong engagement, with customers spending over £57k across a six-week period and achieving an average basket saving of 21.7%. This demonstrated the value of the Kids Pass proposition in helping families save on days out during the Christmas period. The campaign also delivered a 66% engagement rate from redemption through to claims, highlighting strong customer engagement with the reward once redeemed.
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