| 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
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.
Campaign Success
A 17 minute short film directed by a Spanish Academy of Cinema award recipient and starring Adriana Ugarte (star of the latest Almodóvar film). The trailer was broadcast on different media platforms: cinema, television, online and audiences could even watch the full movie at the bank offices where they could then open an account (in person or online). The film was screened at 14 Spanish cinemas, distributed on 5 television channels and was available on Spain's two main VOD platforms (where it scored better than blockbusters like ‘The Fast & The Furious 8’ and
‘Pirates of the Caribbean’.) The film was screened at the main bank branches of 50 Spanish provinces. ‘Pirates of the Caribbean’.) The film was screened at the main bank branches of 50 Spanish provinces.
Describe the success of the promotion with both client and consumer including some quantifiable results
- In the first two weeks, we reached 35% of the recruitment target for the entire year. - On the day of the premiere, we managed to attract more than 12,000 millennials to bank offices and cinemas. - On the day of the premiere, #beyondmoney was the # 1 trending topic in Spain.
Explain why the method of promotion was most relevant to the product or service
A project conceived as an entertainment product was able to encourage participation on three levels: 1) mobilize the target to go to the cinema, 2) go to bank offices to enjoy the film and 3) mobilize them to sign up for a new account (both online as well as in person).
71% of millennials would rather go to the dentist than listen to a bank's sales pitch. Spain's financial crisis has made young people no longer trust banks or the system. They have a different perception of money from that of previous generations. They value living and enjoying themselves more than accumulating wealth. In order to connect with this generation, Santander Bank conveys a point of view similar to that of millennials (regarding the balance between money and experiences), by reshaping the concept of wealth and making it mean much more than money.