The impact and social recognition turned the bank's advert, MONEY, in an anthem of hope for the entire country, and our sales followed.

People made the advert their own. They posted their own versions on their own channels, accumulating more than 850k views, and some neighborhoods played the song at noon when going outside to applaud and support health workers.

We reached 3M views on Youtube in less than three weeks, with a total of 2.5M unique viewers. The main news media and KOL in the country converted “the Bankinter advert” into news and shared it on social media.

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.

To briefly 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.

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.

We have discovered that because “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.

True wealth is measured by effort. As a result, we realized that ''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%.

- 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.

For years, Bankinter's customers have seen, from a distance, how institutions would appear and disappear (some via mergers and others that shut down altogether); and other banks would constantly close branches, with others launching digital services that they, as Bankinter customers, had been using for many years.

They would see in the media how other banks would become embroiled in legal scandals; and how they would end up at courts. Also, unfortunately, they had witnessed their loved ones being victims of the aggressive commercial tactics used by some institutions to sell doubtful financial products that would jeopardize their personal wealth accumulated after a hard-working lifetime.

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’.

The song conveys a story about money. From the very beginning, it introduces the main topic of the campaign: 'at first sight, money is just money and nothing more, but in times like these, banks should see it the way people do'

The song lyric's describe how, sometimes, money makes things difficult in spite of all our efforts and difficulties. It narrates that for everyone, money comes as easy as it goes, but at the same time proves that every effort must be rewarded and that bad times are only temporary.

As the song reaches its peak, the song encourages the listener with a powerful message: although things may seem complex now, this will pass. We will soon enjoy a dinner with friends, going on vacations or open air celebrations thanks to the days we stayed at home.

Good moments will be back.

They say banks are built on money, but Bankinter is built on trust.

At first sight, money is just money and nothing more. But in times like these, banks should see it like people do, because when you take a closer look, you start to see things differently.

They say that you must put on your brave face, that you’ve gotten out of worse things, but money is a coward and infects all with its fears.

Money is not just money, money stands for effort, how difficult to earn and how easily it’s gone.

This will come to an end, this is surely not our fate, no one should ever be left behind along the way.

And those moments will be back, simple things of everyday life, having dinner with your best friends, giving kisses every sunrise. Spending money on the simplest, things that now seem so complex, all the happy birthday parties and the smiles from ear to ear. Holidays by the seashore, open-air celebrations, as we’re toasting for the days that we stead at home.

At Bankinter we want to tell you with facts that this will pass, and that we will be with you and the ones who create employment. That’s why we are deferring mortgage payments even for those who don’t meet Government requirements and we’ll give more time to those who need it.

We’ve relaxed our income conditions on our Business and Salary accounts so our customers can continue to enjoy their advantages. What’s more, we are still committed to giving you more than anyone else for your trust, up to 5% APR for the first year without commissions.

Because if somethings’ important to you, it should also be important to your bank.

Bankinter. The bank that sees money the way you do.

For years, Bankinter's customers have seen, from a distance, how institutions would appear and disappear (some via mergers and others that shut down altogether); and other banks would constantly close branches, with others launching digital services that they, as Bankinter customers, had been using for many years.

They would see in the media how other banks would become embroiled in legal scandals; and how they would end up at courts. Also, unfortunately, they had witnessed their loved ones being victims of the aggressive commercial tactics used by some institutions to sell doubtful financial products that would jeopardize their personal wealth accumulated after a hard-working lifetime.

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’.

Before March 2020, our creative director designed and wrote an original song for Bankinter's new positioning, but before launching the spot: pandemic hit. As a result, Bankinter created a package of measures that responded to their clients’ needs in record time, and given the situation, keeping our commercial message would have been out of place, so we redesigned our song to reflect this message and connect directly with everybody, of all ages, whether they were customers or not. Our creative director rewrote the initial lyrics of this song to connect more emotionally. The song was sung by ELE, a famous Spanish singer who managed to transform the brand's product into a powerful message full of hope during such hard times.