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The stunt saw McIlroy tee-off from a pontoon on the Thames aiming at a 123 World-branded target, measuring 81sqm, to raise money for his self-named foundation and children’s charity NSPCC.
The challenge involved the professional golfer hitting the target as many times as possible in two minutes, with a total of £13,000 raised from the game for the charities. Later on McIlroy was joined on the pontoon by Mayor of London Boris Johnson.
Other elements to the activation included five competition winners, three of which were Santander 123 customers, winning a dream holiday of their choice as well as a meet and greet opportunity with McIlroy at the event.
On London’s South Bank, members of the public were also able to get involved in a green screen photo opportunity where they could have their picture taken and posed as if they were next to McIlroy. People also had the opportunity to register for a challenge, involving an inflatable globe, where they had the chance to win cash prizes.
Santander appointed experiential agency Ear to the Ground to create the activation and worked with PR company Sidhu & Simon Communications to deliver the event. Ear to the Ground managed the creative concept, production and logistics.
Steve Smith, Ear to the Ground chief executive, said: "When you are working with one of the world's most high-profile sport stars, the Mayor of London and the tidal flow of the Thames you need a brilliant team to get things right.
"This is the start of a fantastic campaign from Santander. I'm really proud of the creative idea the team developed and their perfect delivery."
Steve Pateman, head of UK banking, Santander, added: "The 123 World products offer our customers great value as well as rewarding loyalty. With one in four current account switchers choosing Santander, and the recent MoneySavingExpert survey result, which show that we’ve made great improvements to our customer service. 123 World customers should feel proud and excited to be a part of this."
As part of the launch a new advertising campaign launched yesterday including TV, press, outdoor and online adverts.
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