BEYOND MONEY

Short List
TitleBEYOND MONEY
BrandSANTANDER BANK
Product/Service1|2|3 SMART ACCOUNT
Category A03. Online: Fiction & Non-Fiction
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.