In line with the advertising communication employed in previous years, oriented towards generating notoriety and to enhance the Bank's activities, in January 2018, the creative concept entitled Upgrade your bank was launched onto the market, around which all the year's advertising activities rotated, with a significant presence on television, in digital media, social networks, etc. As part of different activities performed, the campaign was based on the message ‘if you aspire to more in life, you need a better bank’ and depicted different situations and professionals associated with the Bank's different products and services (Payroll Account, personalised mortgages, personal manager or the new ‘Despreocúpate’ receipt management service.
The Upgrade your bank concept this reflected the idea that Bankinter does things differently and offers an exceptional service. Following this campaign, Bankinter ended 2018 as the second highest advertiser in the financial sector on TV in terms of GRPs (number of impacts), thus consolidating the growth seen in previous years.
Concerning Digital Marketing, progress continued to be made in the control and optimisation of campaigns, thanks to greater knowledge of the digital behaviour of customers and the improved capacity to segment the audience and customise messages.
In the Commercial Banking line of business, different actions were taken, including the New Private Customer Development Programme, the aim of which was to engage more quickly with our newest customers through a series of communications and other actions to present products and services. The High Income Private Customer Development Programme was also implemented, entailing a cycle of communications that help with the combined sale of savings and investment products (funds, pension plans, Payroll Account, equities and insurance) in a customer profile that is of high interest to the Bank.
Another of the actions taken in 2018, in collaboration with the CRM team, was the prevention of customer abandonment, offering products and services to reverse any potential departure from the Bank. A similar plan was aimed at the reactivation of dormant customers. Furthermore, in the final quarter, a range of actions that sought to inform customers about retirement savings were rolled out. In addition, a strategic plan was developed for the Equities business, with more than 342 online and inperson events that made it possible to reach out to almost 13,000 people.
Amongst the marketing actions aimed at potential customers and companies, worth special mention are the financial and innovation training days, at which topics of interest to business managers, such as the use of blockchain and other innovative technologies were addresses.
Sector meetings were also held, bringing together different players from the public and infrastructure sectors, facilitating the exchange of opinions on the Spanish and international economy. At a sector level, the Bank also participated, for the first time, in Fruit Attraction 2018, the largest fruit and vegetable fair.
Another line of action was the support to international trade: the Bank was present at the leading foreign trade fairs in Spain (Imex Madrid, Imex Tarragona, Imex Seville and Imex Albacete, which brought together a large number of existing and potential customers.
Bankinter uses the offices as supports for outdoor advertising. Thus, posters at branches become another part of advertising campaigns, thanks to their great pickup and creative potential. In 2018, advertising in the point of sale continued to evolve, with new formats that helped to grab the attention of the public and generate traffic towards branches. As is the case with outdoor posters, internal supports are used in branches to generate impacts that help market products that are more goal oriented.
Leaflets in branches are not only a form of advertising, but are also a work tool, representing a great support during the sales process. Therefore, over the past year, we have worked to improve their presentation and orientation towards different existing and potential customer profiles, offering a general overview of the range of products and services at the bank.
In addition to general advertising actions, various individual communication initiatives were taken. The goal of this is to inform customers about regulatory and legal changes affecting the products and services sold by the Bank.
Other actions in the year were as follows:
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