Bankinter launches its new advertising platform with a giant banner encouraging us to realise our full potential
The banner, which is installed on a building in Madrid, features a creative design that occupies only a small part of the available space. This brings to life the idea behind the campaign: potential only makes sense when it is realised.
The campaign, developed in collaboration with LLYC, is the first campaign from Bankinter's new creative platform. Based on the concept of “potential”, it is designed to evolve and adapt to the bank's future advertising communications.
AI-generated summary:
Bankinter is launching a new creative and advertising platform through which the bank aims to provide a common and recognisable thread for its upcoming advertising and marketing initiatives. The bank is launching a communication platform centred on “potential”, designed to evolve over time and be applied to different audiences, products, businesses and channels.
The first campaign under this new creative platform, developed in collaboration with the agency LLYC, is based on a simple idea: potential only becomes meaningful when it is realised.
With this in mind, Bankinter wanted the first campaign under its new creative platform to demonstrate the concept in action. To this end, the bank has installed a giant advertising banner measuring 15.5 metres high by 21.10 metres wide on a building on calle Ortega y Gasset in Madrid, giving it a total surface area of 320 square metres. The billboard will remain in place until 15 November and will be deliberately used well below its capacity as a nod to the campaign's concept.
Unlike the conventional use of this type of advertising space, where large images and messages typically cover almost the entire surface, Bankinter's creative design takes up as little space as possible, leaving most of the available area empty. A direct way of illustrating that “having potential” only becomes meaningful when it is realised.
The campaign is complemented by adverts in financial and general-interest media, sector-specific publications, and social media content. Across all these platforms, the campaign maintains the same creative principle, transforming the difference between available and utilised capacity into an invitation to showcase talent, ideas and the desire to progress, as well as financial opportunities.
Based on this premise, Bankinter positions itself as the ideal bank for unlocking its customers' financial potential. It helps them make the most of their financial opportunities and make well-informed decisions, supporting them through the different stages of their lives or business projects.
The concept of “potential” also ties in an approach to banking that has always been part of Bankinter's positioning: non-conformity and the aspiration to progress. This is an ambitious idea, understood in positive terms as a desire to improve, evolve and progress, and it is translated into the financial sphere with the aim of helping customers to make the most of their financial potential.
The platform is therefore conceived as a versatile, long-term creative concept that can be adapted to different audience profiles, from young people and Retail Banking customers to Wealth Management clients and businesses. It is also intended to extend beyond advertising campaigns to serve as a framework for other areas of commercial communication and customer relations without being restricted to a single tone or creative approach.
With this new direction, Bankinter is evolving its advertising communications while retaining features that have characterised its history, such as distinctive approaches and an aspirational vision of the relationship between the bank and its customers. Bankinter views “potential” as a common framework for its marketing communications, focusing not only on the resources and capabilities that individuals and businesses already have at their disposal, but above all on the opportunities to build on them and continue moving forward.
