In 2023, the Marketing area continued the communication line launched three years ago, with the brand positioning 'The bank that sees money the way you do'. New advertising campaigns and marketing actions were introduced to reinforce the brand image and make customers and potential customers aware of new products and services. This contributed to increasing customer acquisition and achieving the marketing objectives for the year.
This work earned the recognition of the market with Bankinter being recognised as one of the most admired companies with the most memorable marketing campaigns, according to Scopen's Agency Scope 2023 study, improving from fourteenth to seventh among the most admired companies. Two of its campaigns ('People who count' and 'Bankinter, the bank that sees money the way you do') were included in the top five most outstanding campaigns in the last two years, for managing to communicate the financial institution's values and value proposition in an original, emotional and comprehensible way.
Bankinter was also awarded silver in the 'Building a brand' category at the Efficiency awards, which recognises consistency over time in marketing campaigns, for its 'The bank that sees money the way you do' campaign.
These results demonstrate that Bankinter has connected with its target audience and differentiated itself from its competitors, thanks to a consistent, innovative and effective marketing strategy that has enabled it to establish itself as a benchmark in the sector for reputation, image and business.
Major marketing actions included:
Work also continued to deepen our knowledge of the behaviour of customers and potential customers. The foundations were laid for measuring and commercial exploitation of the data from the new digital assets created by the bank, to improve the bank's digital acquisitions and sales. New tools were also introduced to enhance personalisation of website content and optimise messages.
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