With the mission to design and launch initiatives to accelerate the Bank's growth through the acquisition, retention and loyalty of customers, in 2020, the Marketing area promoted the multi-award winning advertising campaigns 'Money' and 'Portraits' with the new advertising positioning: 'The bank that sees money the way you do'.
Released during April and September, both campaigns managed to exceed the objectives of awareness, consideration, brand preference and acquisition. And their song (which was number one in the Shazam music application and exceeded three million views on YouTube) became an anthem for many people.
Bankinter's commercial communication was recognised in 2020 with the Grand Efficiency Prize of the Asociación Española de Anunciantes (the leading advertising awards), and thus joined the Olympus of previous winners. The campaigns also received the Ondas Award, and, outside Spain, the 'Gran Ojo', which recognises the best Latin idea for the world.
Due to the mobility restrictions imposed by the authorities as of March 2020, all training and events were moved to digital format, achieving notable success among customers and prospects. More than 4,500 people connected to the market information sessions held with the Bankinter Asset Management team. Equity training allowed more than 7,600 customers and prospects to access training imparted through the website of Academia Bróker Bankinter.
June saw the launch of the CFO Forum, Bankinter's training and information platform for companies. It is the first specific meeting place for CFOs and their teams. About 2,000 companies showed interest in the 16 webinars held throughout the year. The platform's activity covered inspirational topics, such as people management or the qualities that CFOs have in common, as well as more sectorial and educational matters, with a total of more than 2,400 views
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