A11. Excellence in Audience Engagement or Distribution Strategy for Branded Content
Entrant
MRM//McCANN SPAIN Madrid, SPAIN
Idea Creation
MRM//McCANN SPAIN Madrid, SPAIN
Production
OXIGENO Barcelona, SPAIN
Credits
Name
Company
Position
Miguel Bemfica
MRM//McCann Madrid
Chief Creative Officer
Jesús Revuelta
MRM//McCann Madrid
Executive Creative Director
Rafa Merino
MRM//McCann Madrid
Head of Art
Marcos Martínez
MRM//McCann Madrid
Creative
Rubén Sánchez
MRM//McCann Madrid
Creative
Sergio Villarrubia
MRM//McCann Madrid
Creative
Yerai Gómez
MRM//McCann Madrid
Creative
Dani Requena
MRM//McCann Madrid
Creative
Lee Tan
MRM//McCann Madrid
Creative Director
Jorge de Federico
McCann Worldgroup
Brand Manager
Germán Fritzsch
McCann Worldgroup
Client Services Director
María Cosmen
MRM//McCann Madrid
Account Supervisor
Helena García
MRM//McCann Madrid
Account Executive
Rubén Mateos
MRM//McCann Madrid
Account Executive
Elena Alti
Santander Bank
Head of Digital Marketing
Marina Peña Caballero
Santander Bank
Brand and Advertising Director
Sergio Ramírez
Santander Bank
Content Manager
Sara Muñoz
Freelance
Producer
Raquel Espantaleón
McCann Worldgroup
Planning Director
Kike Maíllo
Freelance
Director & Scriptwriter
Adriana Ugarte
Freelance
Lead Actress
Miquel Fernández
Freelance
Actor
Will Shepard
Freelance
Actor
Bárbara Goenaga
Freelance
Actress
Alex Catalán
Freelance
Director Of Photography
Josep Villagut
Freelance
Music
Sofía Santana
MRM//McCann Madrid
Planner
Gabriela Conci
MRM//McCann Madrid
Planner
The Campaign
Beyond Money, a sci-fi short film set in a dystopian future where you can buy and sell experiences stored in your memory. The film tells the story of Lucia and her search for the balance between money and experiences. And get the audience to think: what's worth more: experiences or money? The story allows the bank to engage young people with a philosophical question about the value of money and experiences, which is what the product does through its financial and non-financial offers.
Creative Execution
A 17' sci-fi thriller directed by a famous Spanish director, Kike Maillo, and starring Adriana Ugarte (the star of the latest Almodóvar film) Was promoted and distributed in the media like any feature film. With its own trailers and posters in all possible media and formats, including television and radio interviews with the protagonists. The film was screened in 14 Spanish cinemas, distributed on 5 TV channels, and is available on Spain's 2 main VOD platforms (Movistar + and Yomvi). In addition to being available online in the same website where you can join the account 1|2|3 Smart. The Santander branches were part of the promotion of the campaign (through the broadcast account 1|2|3 Smart. The Santander branches were part of the promotion of the campaign (through the broadcast of the trailer and the posters of the film) and of the diffusion phase attracting millennials in a massive way.
Reach 7.3 M in the first week. Engagement On video on demand platforms, "Beyond Money" scored higher than blockbusters like “Fast & Furious”, “Pirates of the Caribbean” or “Bridget Jones’s Baby”, and was ‘featured content’ for 2 days, at the same level as the Classico soccer match between Madrid-FC Barcelona. Just on the opening day, more than 10,000 young people from all over Spain went to the main agency branches of 50 Spanish provinces and 14 movie theaters to see the film. The negative brand sentiment decreased 29% since the premiere. Impact The first two weeks achieved 35 % of the annual goal of account sign up.
The project is conceived as a product of entertainment, from conception of the idea, promotion, to the design of the dissemination plan. Santander Bank (the largest of the eurozone) connects with millennials by transmitting a new point of view through entertainment, which improves the engagement and sales results more than any previous advertising campaign aimed at the same target.
In order to connect with the key generation for the brand, and to sell them a new product, Santander Bank communicates a millennials-like point of view regarding the money-experience balance, reformulating the concept of wealth and taking it beyond money. In the same way that it positions the product as an account that goes beyond money, the campaign highlights its non-financial benefits. And it does so by radically changing its traditional approach. This is the first time the bank launched a movie instead of an advertisement.