The entire PR execution of this campaign took place via organic growth. The national news programs picked the story up and people made the advert their own, 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.

Although we did not design a plan from a PR perspective, the impact and social recognition turned the bank's advert, 'Money', 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.

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.

One of our aims was to increase awareness of the brand, but we planned on doing that by increasing advertising visibility, not by designing a PR execution.

The entire PR impact took place via organic growth:

The national news programs picked the story up, the main news media and KOL in the country converted “the Bankinter advert” into news and shared it on social media.

At the same time, people made their advert their own by posting their own versions of it. Even some neighborhoods played the song at noon when going outside to applaud and support health workers.

People shared the spot massively on social media and 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.

- 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.

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

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

- We reached 3 million views on Youtube in less than three weeks, with a total of 2.5 M unique viewers.

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

- Bankinter is the brand that requires least pressure (367GRPs) to achieve a one percent increase in visibility, only behind Santander (231GRPs).

- Interactions and traffic data generated have made it possible to increase own DMP use by 11% to facilitate subsequent acquisition.

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

- Bankinter experienced the largest balance growth in the shortest space of time over the past 10 years.

- Online client recruitment increased by 21%.