Special Advertising Campaign

In March 2022, when bad news was increasing worldwide and especially in Europe, we decided to convey a message reflecting the values of Bankinter as a bank and as part of society. Madrid’s Puerta del Sol was decorated with a large banner from the firm, reminding us of the need for unity despite our differences. Since 2020, banknotes have been Bankinter’s main visual resource. After two years of campaigns, this visual resource has undeniably become the bank’s hallmark.

The aim was to send a powerful and unifying message during a time of international tension.

“#’MoreEuropeThanEver” is the hashtag appearing just below the main image of this advertising campaign.
It features a series of bridges in different shapes and colors, referencing the tones of banknotes. The designs on the banknotes of each country tell the story of their people. Therefore, using the bridges from various European banknotes, we delivered a powerful message: “Money should be used to build bridges, not to destroy them”. As a bank, we see money only as a resource capable of bridging gaps, connecting people, building bridges, and other forms of progress to improve lives. Conflicts sometimes lead to selfishness, misuse, or destruction. We thought it was a good time to highlight the true utility of a bank’s raw material despite difficult times.

When a strategic line serves to do good even when everything is going wrong, it truly works. Bankinter is ‘the bank that sees money the way you do’ and in times of crisis and war, it must not only offer services or products but also extend a hand to give a message of support and even position itself in favor of progress to improve everyone’s life.
Sometimes it’s important to leverage the visibility a brand has to give voice to messages many people want to send. This was one of those moments, and the bank did not want to let it pass.

During the first quarter of 2022, a movement started in Spain by a frustrated pensioner emerged due to the neglect caused by the closure of numerous bank branches. With technological advances, the financial sector had been developing applications and reducing physical contact with customers, to the point where certain generations felt displaced and often neglected.

Bankinter wanted to demonstrate that since its inception, it was one of the only banks whose customer service was outstanding in terms of hours and accessibility. The bank does not require prior appointments or force conversations with machines or robots. It was time to convey this value to the public and let them know that since 1965 Bankinter had maintained what truly made it unique.

To demonstrate this virtue, we used precisely its opposite, although its best complement to reach everyone: technology. Therefore, on March 3rd, Puerta del Sol featured a banner with almost solely a QR code, which had become an icon and tool of our daily lives after the health crisis. Through this, we successfully communicated a powerful message: Bankinter had been opening the doors of its branches from 8:30 AM to 2 PM without restrictions and without prior appointments for over 70 years, just as much of the pensioner movement had long demanded from the sector. In line with the brand strategy pursued since 2020, this is a bank that sees money the way you do, and this time was no different.

This piece is special for its innovation and creativity in developing actions related to the bank’s activities and values. It adapts to the current situation using technological resources (QR) derived from the moment we live in and strategically aligns with the message intended to be conveyed.
Its value also lies in its ability to listen to the client or potential client and provide solutions to their concerns through effective actions that tell a story and convey a truth.
With this piece, we managed to direct people to Bankinter branches and make the possibility of physical contact a reality. The frustration many pensioners felt was heard and resolved with a simple but effective action that made them understand that many banks keep their doors open, even though it may seem like a large majority do not.