As official bank of the American Cup, the most important football tournament in Latin America, Santander Rio went for the biggest goal: to win both the hearts of football fans and our customers. The strategy integrated more than 10 actions specially planned for each different target (Press, Employees, Customers, VIP Customers, Santander Global Management Staff, etc); we took the most exciting ones to reach the aim.We decided to use sponsorship in a way no one had made before, turning fantasy into a real experience: we invited our main customers' children to enter the field with their idols, something they surely can´t do by their own, or that any other sponsor could offer their customers. And also, to be a part of UNICEF team (1 goal= U$1,000 donated).572 children went into the field, and thousands of parents/customers lived an unforgettable experience with the brand. We reached 12,000,000 audience plus contacts and renewed millions of trustworthy relations with customers. Became the 3rd. main remembered sponsor and had great press impact. And donated US$100,000 to help thousands of kids to make their dreams come true.Why PR?Because these actions allowed us to reach different targets and impact them in different ways:Customers renewed trustworthy relations inviting them to live the unique opportunity to see their children going into the field with their idols.PR reached 12,000,000 audience in football matches and huge press coverage.Brand image: strengthen the emotional relation with the target and contribute to the good brand image.

The bank selected the most important clients of each office of the cities where the American Cup took place, and for the previous 2 months, invite them to participate for the opportunity to allow their child go into the field with the football players (most of them, international idols as Lionel Messi o Diego Forlán).

572 children where selected to go into the field in all the American Cup football matches.

Each child was carried to a Santander office with their parents. They were received with an exciting event where they could put on their football t-shirts, be photographed in a special backdrop, participate in related activities, and had a brunch. Finally, they were carried to the stadium to make their dreams come true.

The original idea was to participate in 10 games. But after the exceptional response, we decided to 'play' in all the football matches, even the final game.

572 children turned the fantasy of being in the fields with their idols into a real experience. Customers' loyalty was renewed and strengthened.

We reached an audience of 12,000,000We had great impact in press (press, TV, radio and online coverage)The bank donated U$100,000 to UNICEF, with also had great impact in the media.Santander Rio was among the 3 most remembered sponsor of the Cup - more than any other bank or financial company.