{"id":887,"date":"2019-06-06T13:53:04","date_gmt":"2019-06-06T13:53:04","guid":{"rendered":"https:\/\/theowl.eu\/?post_type=portfolio&#038;p=887"},"modified":"2019-06-06T13:53:04","modified_gmt":"2019-06-06T13:53:04","slug":"santander-consumer-finance","status":"publish","type":"portfolio","link":"https:\/\/theowl.eu\/en\/portfolio\/santander-consumer-finance\/","title":{"rendered":"Santander Consumer Finance"},"content":{"rendered":"<p>[vc_row row_height_percent=&#8221;0&#8243; back_image=&#8221;412&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; row_height_pixel=&#8221;300&#8243;][vc_column width=&#8221;1\/1&#8243;][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column width=&#8221;3\/4&#8243;][vc_column_text]<\/p>\n<h1>Santander Consumer Finance<\/h1>\n<p><b>Copywriting | PR &amp; Communication Advice | Transcreation<\/b>[\/vc_column_text][\/vc_column][vc_column column_width_percent=&#8221;100&#8243; position_vertical=&#8221;middle&#8221; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; width=&#8221;1\/4&#8243;][vc_single_image media=&#8221;313&#8243; media_width_percent=&#8221;100&#8243;][\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;1\/1&#8243;][vc_custom_heading]1. Website Copy[\/vc_custom_heading][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; back_color=&#8221;color-lxmt&#8221; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column width=&#8221;1\/1&#8243;][vc_row_inner][vc_column_inner column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; width=&#8221;1\/2&#8243;][vc_single_image media=&#8221;334&#8243; media_width_percent=&#8221;100&#8243;][\/vc_column_inner][vc_column_inner column_width_percent=&#8221;90&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; width=&#8221;1\/2&#8243;][vc_column_text]<strong>Challange<\/strong><\/p>\n<p>Santander Consumer Finance&#8217;s website no longer met modern requirements. A reworking of the static pages, incorporating SEO and adding a number of landing pages, was necessary. The new texts had to score well with the search engines, but, of course, above all resonate with the target group.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner][vc_column_inner column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; width=&#8221;1\/2&#8243;][vc_column_text]<strong>Approach<\/strong><\/p>\n<p>In collaboration with a digital agency, The Owl rewrote more than 15 pages, taking into account the selected keywords. Since these were different for each page, we could work very purposefully.[\/vc_column_text][\/vc_column_inner][vc_column_inner column_width_percent=&#8221;90&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; width=&#8221;1\/2&#8243;][vc_single_image media=&#8221;339&#8243; media_width_percent=&#8221;100&#8243;][\/vc_column_inner][\/vc_row_inner][vc_empty_space empty_h=&#8221;2&#8243;][\/vc_column][\/vc_row][vc_row][vc_column column_width_percent=&#8221;60&#8243; align_horizontal=&#8221;align_center&#8221; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; width=&#8221;1\/1&#8243;][vc_empty_space empty_h=&#8221;2&#8243;][vc_single_image media=&#8221;38&#8243; media_width_use_pixel=&#8221;yes&#8221; alignment=&#8221;center&#8221; media_width_pixel=&#8221;50&#8243;][vc_custom_heading]<\/p>\n<h1 style=\"text-align: center;\">Result<\/h1>\n<p>[\/vc_custom_heading][vc_column_text]<\/p>\n<p style=\"text-align: center;\">We delivered all the texts on a tight deadline, and introduced them into Santander&#8217;s CMS ourselves. We also brought out our SEO book full of tips and tricks.<\/p>\n<p style=\"text-align: center;\">Santander Consumer Finance was able to enjoy better online findability and treat its customers to a fresher look.<\/p>\n<p>[\/vc_column_text][vc_empty_space empty_h=&#8221;2&#8243;][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; back_color=&#8221;color-lxmt&#8221; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column width=&#8221;1\/1&#8243;][vc_empty_space empty_h=&#8221;2&#8243;][vc_row_inner][vc_column_inner column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; width=&#8221;1\/2&#8243;][vc_column_text]<strong>In a nutshell<\/strong><\/p>\n<ul>\n<li>Channels: Local intranet and custom-made platform<\/li>\n<li>Period: November 2017-August 2018<\/li>\n<li>The Owl helped with: strategy, planning and copywriting<\/li>\n<li>Number of words digested: &gt; 140,000<\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_column_inner][vc_column_inner column_width_percent=&#8221;90&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; width=&#8221;1\/2&#8243;][vc_single_image media=&#8221;338&#8243; media_width_percent=&#8221;100&#8243;][\/vc_column_inner][\/vc_row_inner][vc_empty_space empty_h=&#8221;2&#8243;][\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;1\/1&#8243;][vc_custom_heading]2. Campaigns: Direct Mailing &amp; E-mailing[\/vc_custom_heading][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; back_color=&#8221;color-lxmt&#8221; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column width=&#8221;1\/1&#8243;][vc_row_inner][vc_column_inner column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; width=&#8221;1\/2&#8243;][vc_single_image media=&#8221;334&#8243; media_width_percent=&#8221;100&#8243;][\/vc_column_inner][vc_column_inner column_width_percent=&#8221;90&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; width=&#8221;1\/2&#8243;][vc_column_text]<strong>Challange<\/strong><\/p>\n<p>Santander regularly sends out campaigns, both to acquire new customers and to strengthen their relationship with the current customer base. They work with both paper mailings and e-mailings. In order to increase the relevance of these mailings, Santander likes to take into account the time remaining on the current contracts of its customers, in order to make the message work as efficiently as possible.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner][vc_column_inner column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; width=&#8221;1\/2&#8243;][vc_column_text]<strong>Approach<\/strong><\/p>\n<p>The Owl conceptualised various ideas for direct mailing and e-mail campaigns, aimed at specific target groups. Santander chose their favourites out of our selection, which were then further developed in different versions for the different time frames. After the content was approved, The Owl also provided the translation of the mailings into French to serve French-speaking customers.[\/vc_column_text][\/vc_column_inner][vc_column_inner column_width_percent=&#8221;90&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; width=&#8221;1\/2&#8243;][vc_single_image media=&#8221;339&#8243; media_width_percent=&#8221;100&#8243;][\/vc_column_inner][\/vc_row_inner][vc_empty_space empty_h=&#8221;2&#8243;][\/vc_column][\/vc_row][vc_row][vc_column column_width_percent=&#8221;60&#8243; align_horizontal=&#8221;align_center&#8221; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; width=&#8221;1\/1&#8243;][vc_empty_space empty_h=&#8221;2&#8243;][vc_single_image media=&#8221;38&#8243; media_width_use_pixel=&#8221;yes&#8221; alignment=&#8221;center&#8221; media_width_pixel=&#8221;50&#8243;][vc_custom_heading]<\/p>\n<h1 style=\"text-align: center;\">Result<\/h1>\n<p>[\/vc_custom_heading][vc_column_text]<\/p>\n<p style=\"text-align: center;\">With barely three weeks between the first briefing and the bilingual end result, Santander could immediately start sending out their mailings. The Owl also provided visual ideas and guidelines, so that a uniform result could be achieved across all languages.<\/p>\n<p>[\/vc_column_text][vc_empty_space empty_h=&#8221;2&#8243;][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; back_color=&#8221;color-lxmt&#8221; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column width=&#8221;1\/1&#8243;][vc_empty_space empty_h=&#8221;2&#8243;][vc_row_inner][vc_column_inner column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; width=&#8221;1\/2&#8243;][vc_column_text]<strong>In a nutshell<\/strong><\/p>\n<ul>\n<li>Channels: Direct Mailing, E-mails, Website Copy<\/li>\n<li>Period: since 2017<\/li>\n<li>The Owl helped with: concept, copywriting and translation<\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_column_inner][vc_column_inner column_width_percent=&#8221;90&#8243; 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