Title | BEYOND MONEY |
Brand | SANTANDER BANK |
Product/Service | 1|2|3 SMART ACCOUNT |
Category |
A07. Financial Products & Services, Commercial Public Services, B2B Products & Services |
Entrant
|
MRM//McCANN SPAIN Madrid, SPAIN
|
Idea Creation
|
MRM//McCANN SPAIN Madrid, SPAIN
|
Production
|
OXIGENO Barcelona, SPAIN
|
Credits
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
A 160-year-old bank that questions the real value of money through a sci-fi thriller. ‘Beyond Money’, a story set in the near future where you can sell and buy experiences that are stored in your memory. It tells the story of Lucía (played by an ‘Almodovar actress’) and the search of her own balance. A story which allows the bank to engage young people with a philosophical question about the value of money and experiences. This reflects the product with its financial and non-financial offer.
Execution
In the actors’ social media channels, they began the #beyondmoney conversation, arousing interest in future content. A trailer was launched which the media began to talk about. At the moment of highest interest, a premiere was organized in the most important cinema of Madrid, 14 other cinemas and the main bank offices of each of the 50 Spanish provinces. At the premiere, interviews were given to gossip programs, magazines and news, allowing us to transmit the point of view of the brand in non-habitual channels more related to the target. After the launch, the promotion continued with the appearance of the director and the protagonist in different late night shows. The joining of the bank with soccer sponsorship (Liga Santander) allowed the conversation about night shows. The joining of the bank with soccer sponsorship (Liga Santander) allowed the conversation about the balance question (experiences-money) to be brought into the world.
-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 Situation
In a conservative communications context and as vulnerable to criticism as banks are, Santander dares to question the value of money, attract the attention of the target audience’s media and transmit a reflection directly related to its product (the balance between experiences and money). When almost no celebrity wants to associate their image with that of a bank, the promotion of the film managed to attract, to the event and to the conversation, millennial influencers from the world of cinema, arts and sport.
The Strategy
The presence of banks in the media is restricted to news and financial media, which are not so relevant to the target audience. With the film and its promotion and diffusion, the bank managed to enter youth media spaces (entertainment media, love and sports) where before banks did not appear.