Gonzalo Sáiz & Bankinter-—Gaining Preference with a Marketing Strategy that Sees Money Differently

Jul 28, 2021 · 32m 53s
Gonzalo Sáiz & Bankinter-—Gaining Preference with a Marketing Strategy that Sees Money Differently
Description

During the COVID pandemic, Bankinter rose to become Spain’s second most visible bank through an idea known as “Bankinter, the Bank that Sees Money the Way You Do.” A two-minute,...

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During the COVID pandemic, Bankinter rose to become Spain’s second most visible bank through an idea known as “Bankinter, the Bank that Sees Money the Way You Do.” A two-minute, limited-run commercial became an anthem for the country, but the campaign also used a very clever creative idea to literally make people feel they were part of the currency.  Without question, the message resonated with the pride of the Spanish people, particularly during a crisis, and the visibility of Bankinter grew by nearly 1000% during the second week of the campaign.
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Author Deborah Malone
Organization Deborah Malone
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