Bankinter's campaign 'Concrete Measures' wins the Ondas Radio Advertising Awards

The jury for the Ondas Awards, organised by PRISA through Radio Barcelona, belonging to Cadena SER, has awarded this year's Radio Advertising Award to Bankinter's "Concrete Measures" ad, created for the bank by the Sioux meet Cyranos agency.

In its decision, the jury assessed the advertisement's ability to "empathise with society to make a brand more relevant, and for demonstrating that sounds—in this case, a fabulous performance of a song—connect with emotions".

The "Concrete Measures" advertisement, created by Sioux meet Cyranos, forms part of a Bankinter advertising campaign with a 360º approach and with a presence on radio, television and Internet. The campaign, which was aired during the most complicated months of the pandemic and became one of the ads of that time, aimed to present the different measures enabled by the bank to mitigate the impact of COVID-19 for its customers, as well as demonstrating the strength, solvency and solidity of the entity during this time of crisis.

Using a catchy song, performed especially for the occasion by the singer ELE, the advertisement details the differential measures of Bankinter's shock plan against the economic impact of COVID-19, as well as the bank's strengths in the current environment.

Initially designed as a TV ad, and using concepts for that media that are closely related to financial activity in a visual sense, such as money and the world's banknotes, the ad was adapted to the radio format using an emotional narrative to get public empathy with a rhyme that evokes the difficulties of these times and an argument based on the forcefulness and truth of the shock plan applied by the bank, simultaneously returning to more purely financial values.

Gonzalo Saiz, Marketing Director, pointed out that, "At Bankinter, we are tremendously proud of this acknowledgement, since our objective with the campaign was to convey to the community that we are a bank that wants to help in the current, extraordinary situation. Sioux meet Cyranos, as the agency behind the campaign, really got it right by transmitting this message and displayed creativity that has had a very significant impact. The collaboration with Sioux meet Cyranos has paid off exceptionally. We could never have guessed that it would become an anthem of hope for an entire country."

The campaign, which had a high impact both in traditional and on social media, continued in September, with a new version that reinforced the creative line that had been started, but with a new focus on other stars of the current situation: ordinary people working to fight the serious consequences of the disease every day, who the entity is honouring by putting their faces on a special edition of banknotes. In this new campaign, Bankinter is continuing its collaboration with the singer ELE, who sings the same song with minor variations of tone and a more optimistic message.

For both campaigns, Bankinter has had the collaboration of Sioux meet Cyranos, as its creative agency, and Havas, as its media agency.

The Ondas Awards registered record participation in 2020, with over 490 candidatures from 20 countries around the world. Unlike all previous editions, there will be no traditional prize-giving ceremony, because of the pandemic, as the organizers of the Ondas have already explained.