In a context completely convulsed by the economic downturn, we understood that helping individuals should be our priority. In line with Bankinter's positioning and values, we had to focus on people's needs. The drop in consumption, the closure of shops and the hospitality industry, created a scenario where our commercial proposal was more relevant than ever because we could offer the highest profitability in the market.

For the campaign, Bankinter decided to move from the restrictive target that led to high earnings and profitability, to a more open and democratized customer.

Bankinter's objective in 2020 was to attract clients and continue a sustainable growth plan.

Months later, once we assumed the “new reality” in which we all had to live, and with the previous MONEY campaign learnings, we were set to start the recovery of the country while leveraging the banks’ purpose.

Bankinter's challenge consists of recovering people's trust and changing society's perception of the banking sector.

Business Objectives:

- Demonstrate the true purpose of the bank in such a challenging and complex environment to continue supporting its CUSTOMERS and NON-CUSTOMERS.

- Increase the importance of acquisitions among homes with annual income of less than €40,000, democratizing the access to Bankinter products.

Marketing & Communication Objectives:

- Build a brand image of a bank that is not as cold and disengaged. Bankinter wants to feel like it is close to its customers.

We used the same visual resource of the bank notes as in Money, while making a clear statement: The effort people put on their projects, work and families is the effort Bankinter will support, encourage and empower.

The campaign is a tribute to the anonymous people, workers who with their work and their daily efforts are fighting to alleviate the effects of the pandemic. Some of the portraits are from essential workers like fishermen, nurses or industrial workers.

The spot shows the lives of real people as they are portrayed by a real banknote illustrator. We wanted their faces to appear on the banknotes, occupying the space that kings, revolutionaries and rulers always take away from those who truly deserve it. That’s why we also created a microsite where anyone could generate their own banknote with their photo or their loved one’s and receive it in their email.

During these first months of the pandemic, many brands put plans into action and decided to manufacture hydrogel or donate masks. Bankinter on the other hand, was determined to make a real effort during the pandemic by bringing to live their brand purpose. That is why, while the COVID19 specific package of measures was still active, the bank needed to move on and respond even further.

Bankinter wanted to continue helping clients and non-clients by remunerating their work and effort. In September, we decided to launch a new product campaign coinciding with “back to school”. We recovered the commercial offer that had stopped in March. The main difference, we would do this while leveraging the banks’ purpose.

If Bankiner were to lead the recovery for the banking category reputation and the people trust on the financial institutions, this new product would be a fully consistent demonstration.

We chose to start the campaign on the Sunday night of the 13th of September with our 100 second spot. Many of us were going back to our ‘new normal lives’ after summer and early the next day, we would go back to school with our children for the very first time since the hard lock-down back in March.

We used a fully integrated paid media plan with TV, paid TV, VOD, Radio, Print, Youtube, SEM, affiliation, comparison sites, display, social, native and programmatic.

We created a microsite dedicated to the campaign, adapted the website, sent personalized emails and SMS messages, printed some personalized banknotes for priority clients and other key opinion leaders and even developed a special digital microsite. This microsite called createyourbanknote.com would let anyone generate their own banknote with their photo or their loved ones and receive it in their email or share it on social media.

- In December, Ele, the singer of our spot, was invited to sing the spot lyrics at the Los40 Music Awards with other international artist such as Dua Lipa, The Weekend or Maluma. The awards streaming has over 638.000 views in Youtube.

- Since the launch of the campaign (13th September) until the end of the year, we managed to attract 34.9% more customers than in the same period in 2019.

- Microsite Creatubillete.com generated of more than 16.680 digital banknotes from 60.239 logins.

- The campaign increased the differential perception of Bankinter as the banking entity most committed to society due to its measures and aid against the crisis (31%) vs. the second bank, ING (21%)

- Since the launch of the campaign (13th September) until the end of the year, we managed to attract 34.9% more customers than in the same period in 2019.