“A story of progress” Campaign

Bankinter

UNCERTAINTY IS NOT THERE TO PARALYZE US
BUT TO REMIND US OF WHAT MOVES US FORWARD

Sioux meet Cyranos

Spot “A story of progress”

  • TV
  • STRATEGY

In 2020, Bankinter adopted the strategic territory “The bank that sees money as you do.” Over the last four years, this initiative doubled client acquisition, increased brand awareness by nine points, improved image attributes, and positioned Bankinter as the bank most committed to society, surpassing its competitors.
In 2024, Kantar published its study ‘The Most Valuable Brands,’ and for the first time, included Bankinter in it, highlighting that “over the course of four years, the brand’s perception of differentiation and relevance has significantly improved.”
And according to them, this is only possible thanks to the art of storytelling, the strategy employed with music, moving away from the conventional rhetoric surrounding category interests, and the ability to prove it with actions, not just words.

Bankinter aimed to strengthen its identity and values, emphasizing social responsibility and professional banking in Spain. To regain trust and change the perception of the sector, it focused on differentiation and increasing its customer base. In addition, it sought to improve acquisition costs, brand value, and awareness, adopting an open and committed image to maintain consistency.

1. Consistency in the way of talking, more human, more relevant because it speaks to me directly.

2. Taking into account the context, the current situation. Not only from what surrounds me as a human being in a wider sense, but also what applies to me as an individual (Rap and ballad, Mr. Money).

3. Facts that support the narrative – Good banking practices, technological adaptation, soundness, far from any layoff plans, bad practices, etc…

4. Consistency – Music, banknotes (placing the bank’s core business upfront, without euphemisms, facing what we handle to generate the necessary trust). All of this is read by the consumer as a great value proposition, marking the difference when compared to the competition and positioning BK as a top-of-mind brand it didn’t have before. BK is a brand that is well-liked, that people want to love, and has a clear identity from the very beginning (brand attribution is decisive) thanks to the points mentioned above.

Over these four years, many strategic decisions have been made. However, three stand out: “What does money mean for people and for Bankinter’s clients?”, “What importance does money have and what does it represent for each of them at every life stage?”, “What can Bankinter do to continue supporting its clients?”. But above all, what has been incorporated into this piece to respond to the brief is a positive outlook on a society struggling to make sense of it all as it tries to survive. Bankinter reminds us that things haven’t been so bad for us so far despite the many struggles, and that we will always move forward, and as a bank, it tries, providing us with the tools to be part of this journey of struggle but also of light with you. Because it’s the bank that sees money the way you do.

Bankinter has chosen to continue working on the context, the feelings of people in their daily lives. Despite the situation of inflation and temporary tension, it wanted to convey that this is a good moment for humans, to reflect on the progress made, on everyday progress. The goal was not to deliver a commercial message, but to make Bankinter feel like a strong bank. This is a time when it’s important to talk about solvency, about trust.

Transforming the concept of an original immersive experience into something removed from what we are used to seeing from the banking sector, an immersive setting was created that perfectly combined projections and CG elements to enhance an exciting dance choreography. The dance served as a narrative thread to reflect on the word ‘progress’ and how, despite being worn out and losing its value, it can still be observed in everyday and small things, representing a country, Spain, that moves forward with a bank like Bankinter.

In May 2023, with the launch of the campaign “Una historia de progreso” (“A Story of Progress”), a new all-time high for daily new client acquisitions was reached.

  1. According to Kantar, “over the course of four years, Bankinter has significantly improved the perception of its brand differentiation and relevance.” This is why it is included for the first time in their 2024 Most Valuable Brands study. Belonging to a sector that has been suffering from a serious reputational crisis for years, it should be noticed that Kantar has once again included it in its ranking, further distinguishing it from the rest of its category in terms of communication: “Bankinter has not focused on interest rates or conditions, but on how people feel about money and financial security, often accompanied by touching music.”
  1. Bankinter’s consistency in communication has resulted in a reduction of 81% in GRPs (Gross Rating Points) needed per point of notoriety over the last four years, thanks to the new positioning.
  1. Furthermore, the creativity of the new campaigns compensates for Bankinter’s lower investment (SOV & SOI) compared to its competitors.
  1. Bankinter’s new positioning, “The bank that sees money the way you do,” improves the brand’s spontaneous awareness by nine points, which represents a 45% increase compared to previous stages of the bank.
  1. Bankinter’s top-of-mind awareness grows by two points, and all brand image attributes also increase.
  1. Finally, website visits have increased by 26.7 million since the launch of their new positioning, which represents a 19.9% growth compared to previous periods.

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