Openbank US launches new campaign “You’re smart like that”
Santander Bank is kicking off 2025 with an Openbank launch campaign to help introduce the brand to key markets. Built around the tagline “You’re smart like that,” the campaign highlights that opening a High Yield Savings Account (HYSA) is a smart financial decision for people who pride themselves on making smart moves.
“The launch of Openbank in the U.S. marks a pivotal moment for us as we expand digital banking into high growth markets, and we couldn’t be more excited to be launching with a brand campaign that truly sets us apart. This is an integrated, full-funnel campaign, built on personalization at scale with our partners at dentsu – we feel confident that our brand tone and messaging, which flips the script a bit on the traditional banking narrative is going to resonate with our consumers across the country.”
Maha Madain
Santander Bank, N.A. Chief Marketing Officer
Online Video
Online video
Online video
Online video
The campaign features unique and playful illustrations by Luci Gutierrez, an artist from Spain, home to Santander HQ. The creative executions highlight how consumers can bank with confidence thanks to Openbank’s HYSA product, its digital platform and the backing of Santander.
The campaign elements will run on ESPN, TNT, Netflix, and as online video on Meta, Amazon and Google in select markets. These spots will be accompanied by performance creative including aggregators, search and display. Additionally, out-of-home ads will run in Chicago, Dallas, Los Angeles, and San Francisco.
The launch leverages dentsu’s Merkury and deep research to inform a robust audience playbook, brand & performance creative development, and an end-to-end experience plan inclusive of paid, owned, and earned touchpoints.