This campaign's strategic decisions are based on a thorough reflection process based on the customer experience. By performing a qualitative research among the bank's consumers, we identified common factors in terms of behavior between them. As a result, during the strategic process, we learned that, as part of an industry with a damaged reputation, Bankinter must demand trust in an honorable approach to banking in order to build a brand.

This lead to such an impact and social recognition that the bank's advert MONEY, turned into an anthem of hope for the entire country, and our sales followed.

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.

Since the 2008 financial crisis, banks, like other institutions, governments and brands, have been harshly penalized by society as a whole. In early 2020, the consequences of the current health crisis, and the fear of repeating the same circumstances, are a persistent topic of conversation, meaning, many feel the economy is chosen over people themselves.

Bankinter set itself an ambitious challenge: recovering people's trust and changing society's perception of the banking sector.

All strategic decisions are based on a thorough reflection process based on the customer experience. The bank needed to speak to it's clients.

The brand could not grow if it were thrown into the same heap with other brands. Bankinter needs to keep growing, but to do so, it needs to be more known and better known for their ‘banking philosophy’.

In December 2019, we performed a qualitative research among the bank's consumers and identified common factors in terms of behavior between them. As a result, three key concepts appeared during the strategic process: EFFORT, RESPECT AND TRUST.

We have discovered that “no bank gives you anything for free”, nobody expects anything of anybody, although there is at least one thing we must always demand: that our money is cared for and respected. Its customer's money is the time and effort they have invested in earning it. Bankinter wants to earn people's trust.

Therefore, the bank 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.

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 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.