Notoriety and enhanced commercial activity

In 2018, the Marketing area, whose mission is to develop the Bank's marketing plan with the aim of acquiring new customers and creating loyalty among existing customers, spared no efforts in supporting commercial activities.

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.

Commercial Banking

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.

Corporate Banking

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.

Offices as supports

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:

  • Contribution of commercial content on the new Bankinter Corporate website was generated, together with the Digital area (writing texts, image management and designing the landing pages for the advertising campaigns in digital media).
  • Consolidation of the strategic marketing plan for the equities business. The training programme and content of each programme was expanded; a communication programme was also rolled out associated with the life cycle of this customer profile.
  • Adaptation of all marketing materials to Bankinter's new image, defined by the Brand and Corporate Identity area. The content of leaflets, scripts and commercial documentation were also updated.
  • Development of an innovative materials and communications programme for existing and potential self-employed customers, with details adapting to each of the four professional branches detected as being most closely related to the bank.
  • Participation in advertising campaigns organised during the year.
  • Multiple events to attract and enhance the loyalty of high-income customers: breakfasts, exclusive lunches with the Chairman and Chief Executive Officer, financial workshops, concerts (with the conductor of the Inma Shara orchestra), equities events and the Dialogue between Art and Architecture exhibition at Bankinter.

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