Santander Sandi

The strategy

At a time when virtual assistants were still emerging, we studied the most relevant references both within and beyond the financial sector to begin giving the assistant a distinct identity. At the same time, we listened to different teams and markets on sensitive issues such as personality, gender, naming and tone of voice.

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The name Sandi was chosen for its connection to the bank and its friendly, approachable character. From there, we developed a complex and dynamic personality framework that gave rise to a distinctive response style, adapted to different situations.