Santander Edge's Giant Penny Waterfall Takes Over Piccadilly Lights

A giant penny waterfall, showcasing Santander’s Edge current account cashback offering has taken over the iconic Piccadilly Lights site in central London.

A giant 3D penny waterfall is the bank’s latest venture in an integrated campaign, unpacking the benefits of its Edge current account. Using DeepScreen technology, the edges of the penny waterfall dramatically break the curved contours of the iconic screen. The campaign was created by House 337 and built and produced by Ocean Outdoor. 

The new activation is the latest phase in the integrated Santander Edge current account campaign which launched in early May, where Santander branded the biggest and most iconic edge in the UK – the White Cliffs of Dover. The ad took the form of a news broadcast and featured Jon Snow and the CEOs from the Bank of Antandec.

The new work promotes Santander Edge’s cashback on shopping, household bills and travel spending. Inspired by the trend of ‘gloriously satisfying’ videos, it takes an entertaining approach to dramatise how customers can get cashback on their spending.

The OOH will be live at 10 minutes past the hour, every hour until Sunday 23rd June.

Dan Sherwood, marketing director, Santander UK, said, “This is really exciting for us and the first time we’ve used a media format like this. Helping spread the word of the brilliant cashback benefits of the Santander Edge current account is definitely helped by having a huge, coin waterfall popping out of one of the UK’s most iconic outdoor sites!”

Santander and House 337’s 'Bank of Antandec' campaign first appeared in 2019 and has won two Effie awards (in 2020 and 2023) for its contribution to the bank’s growth.