Regardless of what we do, Millennials usually ignore our messages. But they do love to consume content almost compulsively. So we decided to give them our creative ideas on the characteristics of the product (the balance between the value of money and experiences and an account that offers more than just financial services) through a sci-fi thriller. This was a complete change to the media strategy conducted over the last 160 years.
We launched a trailer to generate expectation about the movie and the account. A piece that by itself already explained the idea that we wanted to convey to Millennials. This trailer directed audiences to the premiere in the main offices of the 50 provinces, the web (places where the account could be opened) and the 14 cinemas where it was projected. 90,000 people followed the premiere event of the film through Periscope. Since the launch, promotion began with the appearance of the director and the protagonist on TV programs, radio programs and in magazines. On social media, we started the conversation by asking the target if they would sell their own magazines. On social media, we started the conversation by asking the target if they would sell their own experiences.
-The negative brand sentiment dropped 24% after the premiere. -Santander got the fastest sign up rate in its 160 year history. - In the first two weeks, we reached 35% of the recruitment target for the entire year. - On opening day, we managed to attract more than 12,000 millennials to the offices and the cinema. - On the day of the premiere, #beyondmoney was the # 1 trending topic in Spain. -Reach: 7.3M views in first week. - During the first week, we got a space on prime time TV for more than 15 minutes.
The campaign has entertainment content that was screened in 14 cinemas in Spain, distributed on 5 television channels, presented on the top 2 Spanish VOD platforms, and is available online. The agency branches were part of the process of dissemination (through poster and trailer broadcasting) and promotion of the film (projections on the day of release).
So how can a bank talk to a generation that's cynical about banks? By avoiding the media channels used by banks and going to where millennials love to be: the cinema. We also included the agency branches in the promotion stage (through posters and trailer broadcasting) and promotion of the film itself (projection on the day of the premiere). This converted the place where the account could be opened into an entertainment broadcast point and
made the place attractive for Millennials who had never been there before.