Bankinter had plans to continue growing their customer base and recover the Spanish financial category reputation after the 2008 financial crisis, with a new positioning, “The bank that sees money the way you do”. But in March 2020 we should contribute with actions, a series of unprecedented measures to help customers and employees.

Bankinter set itself an ambitious challenge: recovering people's trust and changing society's perception of the banking sector, placing the brand at the height of its achievements in terms of awareness and perception during 2020.

Business objectives: Demonstrate the strength, agility and resilience of the bank in such a challenging and complex environment showing the support to its customers and employees.

Marketing & Communication Objetives: Build a brand image of a bank that is not as cold and disengaged.

From a creative perspective, we decided to speak about a bank's raw material: money. We saw a clear opportunity in the fact that no other bank talks directly about money, they all avoid it. We wanted to take a straight-forward approach transmitting Bankinter is a clean institution you can trust.

We decided to use bank notes as visual resource to express the repositioning of the bank and humanize the economy. Each customer's money is worth more than anybody else's, as we have earned it ourselves.

Bankinter created a package of measures that responded to their clients’ needs due to pandemic in record time.We created a song to reflect this message, and connect emotionally and directly with everybody.

In December 2019, qualitative research was performed among customers. The objective was to identify the common factors in terms of the behavior of Bankinter customers. Two elements were identified: on the one hand, the professionalism of the bank; and on the other, they said of themselves, that the financial culture of Bankinter's customers was superior when compared to other banks.

To summarize the 3 most relevant strategic decisions that we have taken during the process of defining the brand territory and campaign, they could be divided into 3 key concepts: TRUST – RESPECT – EFFORT.

Bankinter believes that “when money comes into our hands, we have to take care of it as if it were our own”; “because if something is important to you, it should be important to your bank”. Our slogan can be traced back to this reflection: Bankinter, the bank that sees money the way you do.

After a month of hard confinement, we purposely launched our spot-on TV on Maundy Thursday.

We launched it after the most watched evening news program in the country, and we repeated this tactic on the following days. That precise moment was important to connect meaningfully: Easter holidays where canceled, Spaniard had just received more grim news, they were scared. Our spot acted like a soothing balm.

To avoid ad fatigue, we went against the theory of reach and frequency and convinced Bankinter to withdraw the spot after only 10 days. Those 10 days where enough to generate conversations and virality.

We then pushed our spot in other media: online video, display, social, mailing, radio, magazines, and press.

In addition to paid media, Bankinter implemented an integrated strategy using microsite, adapting the website, organizing an exclusive streaming event, vinyl the branches, sending personalized emails and SMS messages, etc.

- In just 4 days, 1,3 million viewers saw the advert on Youtube.

- Bankinter became the 2nd most recalled bank for our core target (Ind. 30-55 AB), behind Santander, and even led the category for the first time in the bank's history during the week of April 20 to 26.

- The spot's song was the most searched on Shazam and reached number two on iTunes.

- Over 6.000 Bankinter employees stepped up in record time to implement the aid measures.

- All of the brand indicators grew by over 10%, building the image of a friendly, committed and transparent bank.

- Online client recruitment increased by 21%.

- People made the advert their own. They posted their own versions on their own channels, accumulating more than 850.000 views, and some neighborhoods played the song at noon.