Bankinter had plans to continue growing after the 2008 financial crisis with a new positioning. But in 2020, with another even more severe crisis, a pandemic, only a clever storytelling would not be enough. We should contribute with actions, a series of unprecedented measures to help customers and employees affected by the pandemic. More than 6,000 Bankinter workers mobilized in record time to implement the relief measures. What no one imagined is the impact and social recognition that turned the bank's advert, MONEY, in 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.

All strategic decisions are based on a thorough reflection process based on the customer experience. After performing a qualitative research on December 2019 among customers who were self-professed haters and lovers, two fundamental elements were identified by both groups: the seriousness and professionalism of the bank; and that the financial culture and level of education of Bankinter's customers was superior when compared to other banks. Bankinter knows all too well how much their customers' money is worth. To briefly summarize the 3 most relevant strategic decisions that we have taken during the process of defining the brand territory, and the preparation of the campaign, they could be divided into 3 key concepts: TRUST – RESPECT – EFFORT. 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 decided to use bank notes as visual resource to express the repositioning of the bank and humanize the economy. When the pandemic hit, Bankinter created a package of measures that responded to their clients’ needs in record time, we created a song to connect more emotionally. After a month of hard confinement, we purposely launched our spot-on TV on Maundy Thursday:Easter holidays where canceled. Our spot acted like a soothing balm. We then pushed our spot in other media: online video, display, social, mailing, radio, magazines, and press.e created a campaign microsite, we adapted the website, organized an exclusive streaming event, vinyl the branches, sent personalized emails and SMS messages, etc.

The visibility of Bankinter grew by 286% during the first week of the campaign and 996% the second week of the campaign.

It jumped up on the total brand visibility ranking from 337th position to 50th.

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.

Within the first 4 days of the campaign, we achieved 1.3 million unique viewers on Youtube. A total of 240,000 views were generated by searches and 40,690 from WhatsApp.

The song used in the advert was the most searched on Shazam, and placed 2nd on iTunes.

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 when going outside to applaud and support health workers.

Bankinter is the company that is most committed to society (48%), twice as much as other banks.

Bankinters agility with more than 6,000 people worked in record time to implement the specific relief measures, the basis for our communication.

Bankinter experienced the largest balance growth in the shortest space of time over the past 10 years. The annual forecast in terms of attracting liabilities was surpassed during the first weeks of May.

Google searches for Bankinter.com grew by 13% and we recorded 442,788 unique users, of which 93.63% were NEW.

Organic searches grew by 56% in the month of April, the largest growth experienced by any bank.

Discounting factors, without this campaign, the number of acquisitions during the state of alarm would have been 27% lower.

Despite the impact of COVID, online customer acquisition has grown by almost 21%