´Mr. Money´ Campaign

Bankinter

HELPING YOU TODAY HAPPENS THAT YOUR MONEY DOESN’T LOSE VALUE

Sioux meet Cyranos

Spot “Mister Money”

  • TV

In 2020, Bankinter launched its ‘concrete measures campaign’, becoming ‘the bank that sees money the way you do’. That is how it managed to reposition its brand, reinforcing its purpose as a company and delivering a message of commitment. From that moment on, the bank’s strategic direction began to move towards a place where communication was not only the result of some words but was also in line with timely services and products that supported both current and potential clients. The bank’s philosophy is that in challenging times, a brand can choose between silence or concrete actions. Bankinter has understood that, before saying anything in a complicated situation, it’s better to do something that adds value. Actions first, then communication. This is what gives coherence not only to the campaign but also to the brand. Talking about money has become Bankinter’s identity. Breaking the barriers that other banks don’t break by discussing their raw material. For Bankinter, actions come first, and it’s not enough to launch a campaign promoting their services; they must be capable of rolling out packages of measures that extend a helping hand to their clients.

  • STRATEGY

During the first quarter of 2022, and once the health crisis was overcome, the Russia-Ukraine war caused economic foundations in Europe to shake again, and all consumption limits began to be exceeded: both energy expenditure and inflation soared.

In this context, Bankinter once again works on a package of measures to curb the consequences that this inflation is having on the wallets of Spanish people, aiming to continue to portray itself as a close, transparent, and reliable bank that cares about and is sensitive to society’s problems.

In 2020, Bankinter aimed to reposition its brand by reinforcing its purpose as a company and delivering a message of commitment, becoming the “bank that sees money the way you do” through its “concrete measures.” From this moment on, the bank’s strategic direction began to shape towards a place where communication was not only the result of words but was in line with timely services and products that supported current and potential clients. This time, the decision was to continue building the brand by giving a voice to a 50 euro bill. If this time it was money that was speaking, we had the opportunity to change the outlook: times were changing. Health crises, wars… As a result, Bankinter offered a series of support measures to its clients to tackle this situation and to remember that in difficult times, the support should come from your bank. The bank’s main premise remains: in difficult times, a brand can choose silence or concrete actions. Bankinter has understood that, before saying anything, in a complicated situation, it is better to do something that adds value. Actions first, then the communication. This is what gives coherence, not only to the campaign but also to the brand itself. Talking about money has become Bankinter’s identity. Breaking the barriers that other banks don’t break by discussing their core business. For Bankinter, facts come first, and it’s not enough to launch a campaign promoting their services; they need to be able to roll out packages of measures that reach out to their clients. This maintains the strategic line that began with the “Billetes” (“Bank Notes”) campaign in 2020 and has continued to this day through “Retratos” (“Portraits”) or “Rap to Balada” (“Rap to Ballad”), demonstrating with actions that Bankinter is “the bank that sees money the way you do.” It was decided to create a package of assistance measures that demonstrated the bank was up to the task of the moment: deferring monthly expenses and even rent, up to €340 profitability in the no-fee payroll account, a youth mortgage that finances up to 90%, and the opening of top private banking products to small investors who in different times would have needed larger capital. And all of this was communicated accordingly because there’s no point in talking about the sensitivity of the moment if you’re not willing to commit. In this context, the campaign demands the attention of the viewer and emotionally appeals to them by depicting a scenario that no commercial brand has dared to portray.

Giving a voice to a 50-euro bill was the strategy that brought the creative idea to life. Showing firsthand how a simple bill is “mistreated” during the worst moments until it loses its value from what made it valuable in better times. No one better than Money to tell us who it is and everything it has been through, so that the rest of us can be aware of the impact it has on our lives. That is how the decision was made to investigate all the lengthy processes through which a bill passes before reaching us, thus creating a parallelism between its value in times of prosperity and the burden it represents in lean times. As the bank is a key player in the economy, inflation was the perfect time to lend a hand and relieve that burden. Don Dinero represents a further step towards brand building and the relevance of money; now he speaks while the bank proposes to help by increasing its resilience: Concrete measures for mortgages, accounts, investment, and financing.

• The campaign achieves a reach of 48%. • It regains its attraction power and successfully reinforces Bankinter’s brand positioning, making it an empathetic and involved bank. • It manages to increase Bankinter’s brand awareness and advertising recall, boosting spontaneous awareness. • It generates a positive impact on the willingness to work with the bank, thus increasing consideration. • The main perceptions in this campaign strengthen the bank’s image: it delivers a clear and strong message from the bank, creates empathy, and contributes to reinforcing Bankinter’s communication line. • Bankinter remains at the forefront as the bank most committed to society, being the only one which, in a context of crisis, succeeds in strengthening its image. An advertising identity is recognized in the brand, which with the “Don Dinero” campaign becomes very clear: An innovative bank with well-designed products.

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