Santander awarded LatAm ‘record breaking brand’ gong for football campaign

Santander Group has taken the ‘Record Breaking Brand’ award by Guinness World Records at its Global Festival of Media in Rome following a successful football-based campaign.

The bank put together an integrated campaign in Latin America in order to find the most passionate and knowledgeable football fan, which attracted over 1.1 million players and set a record for the largest sports trivia competition. The winner of the competition was 27 year old Luzinei Neves from Brazil.

As a result, Santander is now ranked third in Latin America for brands which have the closest association to football – and given the number of sponsors of football teams out there, as well as the teams themselves, that’s a pretty impressive feat.

The campaign reached over 20 countries, with over 5.5 million website visits logged. Santander noted that the results were ‘fantastic.’

“Santander is being celebrated for creating a campaign that engaged with millions of football fans across Latin America,” said Peter Harper, Guinness World Records Americas SVP.

“The bank utilised record-breaking in a fun and innovative way to engage with a key audience and reinforce the bank’s positioning in the market,” he added.

The Guinness ‘record breaking brands’ award is aimed at rewarding brands who have genuinely broken records and managed to create a groundswell of momentum for their advertising campaigns.

Guinness World Records is handing out the gongs in conjunction with C Squared Networks. Previously MarketingTech reported on the Asia Pacific region, where the eventual winner was Sohu IT in China for creating the largest smartphone ensemble.

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