The UK current account market is congested with banks introducing new products and special offers to entice potential customers. In early 2011, Santander embarked upon a wide scale cross-media campaign promoting their leading current account - the Zero Account. Charging no overdraft fees, offering a staggering 5 percent interest for credit balances and with an attractive £100 signing up fee, the Santander Zero Account has everything to tempt consumers to switch banks. Santander tasked Yahoo! to establish the current account in the UK market, through the online channel.

To establish the new Zero Account in the UK market and entice new customers.

The Yahoo! element of the campaign started with a one-day takeover, giving the campaign a boost by almost doubling the number of people exposed to the Santander messaging in one fell swoop. This was followed up by a combination of video and traditional display assets to deliver against the Santander Zero campaign's challenging objectives. This strategy enabled Santander to reach a highly relevant audience with the right message, both key elements to boosting engagement and brand perception.

On top of a highly effective homepage takeover the online campaign was driven by the combined effect of video and display formats working together -those exposed to both were a huge 221 percent more likely to visit the Santander site. The Yahoo! element of the campaign was also highly efficient, reaching 45 percent of all exposed to the campaign, despite having just 26 percent of total impressions. Brand favourability also improved significantly, with those exposed to the campaign now 119 percent more likely to consider Santander as their current account.

The Yahoo! strategy was instrumental to the success of the Santander campaign, exceeding the client's ambitious targets across vital areas including brand favourability, website traffic and customer engagement. Furthermore, the Yahoo! campaign demonstrated the efficiency of combining pioneering ad formats, video and display towards achieving a great performance.