In 2020, during the COVID-19 crisis, experts predicted that the coming months would be crucial for the real estate market, since they predicted that potential clients would postpone any decision making for 6-12 months.

Marketing and advertising at EVO wanted to build a brand notoriety campaign with a product close. Positioning EVO as Bankinter's 100% online bank, spearheading technological innovation with a 30 year fixed-rate mortgage, for which one signs up 100% online, whose conditions are the best on the market, with no commissions or conditions, whose only requirements are having an account with EVO and a damages insurance with any company, and whose objective is to encourage existing and potential clients to sign up for it and recommend it to others.

Communication objectives: to generate a powerful and memorable advertising impact

2020 showed us many things, but most of all other people's homes. This was the idea that gave birth to the tagline: "Close zoom. Open EVO". The campaign shows how working from home, conversations with family, chatting with friends or online classes have unexpectedly caused us to open up our homes and with it also open up to the wish to change homes. EVO responded by offering the cheapest fixed-rate mortgage on the market.

The spot, whose music is made by a cappella group BVocal, shows how, as soon as we started communicating at work and in our lives through our screens, we developed a special knack for analyzing other people's homes. Now we notice our boss's huge living room, our yoga instructor's garden, the square feet, and even which way the house is facing. This has led us to dream of a better house.

In November 2020, EVO created a 360º campaign to address thousands of people who were considering changing homes, to offer them a 30 year fixed-rate mortgage, with no commissions or conditions, at the most competitive price compared to Spain's top five banks, be they online or high street.

We made a great discovery: the pandemic had created a great opportunity due to the fact that during lockdown many people had realised the house they were living in wasn't the one they wanted. That's because they had gone from just spending a few hours at home to spending the whole day there, and had realized they missed having more light, more space, a terrace or a garden...All these people were going to consider changing homes.

The 360º campaign was launched from the 8th of November until the end of December on a number of different supports: television, outdoor campaign, online and social media.

With this launch EVO evolves their online signing up concept, which in the first five months of the year already generated a total of 124,43 million Euros in new mortgages, an 11% increase compared to the whole of 2019.

In terms of balance, the institution has gone from managing 842 million Euros at the end of 2019 to 938 million on the 31st of May, a 12% increase.

EVO's mortgage campaign can be considered a success on an 'advertising concept' level. It's a highly valued campaign (45% gave it a score of 8 to 10), with good mobilization levels both with regards to the product and the institution, not to mention the fact that it's EVO's most viral recent campaign (33% said it's a campaign they would talk about with friends or on social media).

Overall, and in accordance to the report made by the marketing firm Inteliens, the campaign brings home the message that it's 'the best mortgage on the market', supports the perception of EVO as a more technological brand, and contributes to transmitting that EVO is Bankinter's 100% online bank.