Marketing

The Marketing area leads the strategy and execution of marketing in different formats (advertising, direct marketing, digital marketing or commercial events) to generate demand in a broad sense, with the aim of acquiring new customers and connecting, retaining and creating loyalty among those who are already customers.

With this aim in mind, in 2016 a number of marketing campaigns were actively carried out in both mass and direct media, thus ensuring a constant presence throughout the year in digital media and making the most of every last marketing opportunity. Also, active support was provided to the commercial network: new tools for offer generation were developed, communication materials were distributed and commercial events held in order to make a decisive contribution to attaining commercial objectives It was also the year in which the bank's advertising positioned itself as the point of contact with the bank that had the best visibility among the general public, according to the RepTrack® study by the Reputation Institute.

The main novelties in 2016 were as follows:

• Internationalisation of marketing actions in the successful launch of the Bankinter brand in Portugal.
• Launch of new advertising campaigns. As part of the advertising strategy called 'Decidedly personal', the bank is seeking to position itself as the bank the places a personalised treatment over and above massive actions.
• Implementation of project for transformation and acceleration of digital marketing. The plan is part of the Digital Banking area, with three main lines of action: giving the bank's advertising campaigns the intelligence and technology to complete in today's digital market; digitally equip websites and apps to orient them towards the attainment of commercial objectives, and help the bank make customer-oriented and data-based business decisions.
• Creation of new tool of customisable offers. It allows the sales force to simply and quickly generate customised commercial offers of products and services.
• Redefinition of the map of contacts with the customer. The objective is to boost growth in the Partnet Banking network by building a new relational model via communications that take into account not only what product the customer needs, but also aspects of their life and person (what they see, hear, feel or say). The objective is to gain an in-depth understanding of the customer, so as to send them communications that are personalised in both form and content, so as to offer them what they need when they need it.

Digital marketing

In the digital area, initiatives were launched that consolidate the advances of previous years in search engines, affiliation marketing and retargetting, and programmatic advertising campaigns that automate audience purchases via real time bids. Also, campaigns with influencers in social networks for COINC were explored, and the commitment to video and mobile devices was reinforced in all campaigns.

In technology, steps were taken to augment the traceability of online contracting, and be able to better optimise campaigns and, in short, make the digital advertising investment more effective.

Mass media

In January 2016, Bankinter launched its most ambitious advertising campaign in recent years, not only in terms of the amount invested, but also in its duration, design and objectives. The bank returned to the mass media with the objective of supporting commercial activity and continue gaining in notoriety, consideration and brand preference, and to build a clearly differentiated positioning in order to acquire customers.

The campaign was a continuation of the strategic line initiated in 2015, when a communication campaign was launched for several products, and when Bankinter was on the air non-stop for nearly six months, with television, press and, of course, a wide variety of digital media.

The slogan 'For Bankinter, you are not an account number', was the creative umbrella under which the campaign was organised. On this basis, the public was shown real, human stores in order to reveal the deep catalogue of accounts that can offer personalised solutions for the customer's most diverse needs, with an emphasis on the 'Decidedly personal' advertising positioning.

In October 2016, we launched a new advertising campaign based on the idea of 'Today, give yourself a salary rise', which summarises the benefit of the 5% payroll account in a noticeable and attractive way. The campaign was visible in a number of digital media, press, the branch network and on pay TV channels, and it ran until mid-December. Just like the wave at the beginning of the year, it built the brand via the product, with an advertising positioning of personalisation.

Marketing of Commercial Banking

One notable aspect during the year was the renewal of the Private Banking identity and the redesign of the marketing strategy for the Equities business, with the objective of giving a renewed impulse to these two businesses of vital importance in the bank's income statement.

With the aim of generating greater business momentum and loyalty, the new #Account22 was launched, aimed at the children of the bank's customers, the mobile payment service Bizum and the programme 'Just for a customer, just for you', to communicate exclusive products and services available to special customers.

Also, different types of events were held to support commercial work. The most significant was the 'Bankinter Annual Tour', a classic that now goes back seven years, and which again achieved great public success. This year, they visited 12 cities with the 'Bankinter Musical of Musicals Tour', in which a single show performed the most outstanding works in Broadway musicals. For the first time, the tour travelled outside Spain, to Oporto and Lisbon in Portugal.

Other commercial events held during the year included:

• Exclusive meals with Private Banking customers. Some 500 current and potential customers participated.
• Financial workshops in different cities, with the aim of bringing advisory closer to high-income customers and publicising the bank's investment fund offerings in an original and innovative format.
• Relational events of Private Banking in different organisations: four opera suites, with the soprano Pilar Jurado, and six nights of jazz, with the crooner Javier Botella and his band Copa Ilustrada.

Marketing of Enterprise Banking

The main activity of Enterprise Banking was the holding commercial events of interest to companies, bringing together more than 800 executives and entrepreneurs.

Specifically, 14 master classes were held in different cities, under the theme 'Blue Ocean Strategy', a methodology of innovation in business models that seeks to help companies achieve success by focusing on new market segments and opportunities not being exploited by competitors, and which served as an inspiration to executives and entrepreneurs, including both current and potential customers, who attended the talks.

The bank was also present in the leading foreign trade fairs in Spain (Imex Madrid, Imex Ciudad Real, Imex Barcelona and Imex Seville), where it met with a large number of current and potential customers.

Operations

In 2016, econometric models of advertising attribution continued to evolve. These models can measure customer acquisitions that arise from each of the advertising campaigns launched during the year, and thus learn for future marketing actions.

At a more tactical level of control of advertising effectiveness, the bank measured the return on television spots (by channels, days of the week, time slots, etc.) with models of direct response attribution, which enables preparation of an optimal proposal for a media mix and maximising the ROI of advertising campaigns.

With regard to communication on transactions, product regulation or institutional communications, Bankinter continued with its work of communication campaigns for customers, ensuring its commitment to quality and seeking to boost e-mail as the medium of communication owing to its effectiveness and efficiency. In 2016, a large number of web mail actions were launched, and e-mail contact data for customers obtained, which allowed for saving in post costs.