Marketing

Coherence, consistency and innovation

In 2024, the Marketing area continued with the line of communication started four years ago, based on the brand positioning "The bank that sees money the way you see it." The campaigns targeted the microeconomic aspects of individuals and companies, tackling their everyday challenges and showcasing how Bankinter can provide the suitable solutions with its financial services and products. New advertising campaigns and marketing actions were launched to reinforce the brand image and present new products and services to customers and potential customers.

All of this contributed to significantly increasing customer acquisition and achieving the demanding commercial objectives for 2024. This work earned market recognition and Bankinter received several awards for its advertising and commercial communication campaigns.

Some of the most notable ones were:

• Effectiveness Award for the Best Existing Product Campaign (bronze category), which values good commercial performance, as well as the consistency and effectiveness of the Bank's advertising strategy.
• Control Award 2024, which recognises Bankinter for the best advertising campaigns in Spain.
• The express recognition from Interbrand for the contribution of the advertising universe created by Bankinter to the brand's valuation, which is once again among the best in Spain.

The results demonstrate that Bankinter has been able to connect with its target audience and differentiate itself from its competitors thanks to a coherent and consistent marketing strategy. An innovative strategy in the banking sector and in a broader advertising landscape. But, above all, one that has proven to be very effective and which has allowed the Bank to become a benchmark in terms of brand awareness, image and business.

Among the most notable marketing actions of 2024 are:

• Online and in-person events, and new commercial support materials for new products or services launched and recruitment kits that present the Bank's products and services at a glance.
• Communication actions, online events, meetings with business owners, content and strategic meetings aimed at companies of all sizes to help them secure access to European funds and promote sustainability.
• Specific advertising campaigns for the Wealth Management, Corporate & SME Banking and Partner Banking areas launched during the first half of the year; and the multimedia campaign "Bus" launched in the second half, which uses a humorous tone and focuses on the importance of the economy by understanding and catering to people's needs and not the other way around. Bankinter focuses on the smallest of details, innovating and improving its product for any type of customer. All to continue strengthening the bank's position as the "bank that sees money the way you do".
• Learning more about current and potential customer behaviour, establishing the basis for measuring their behaviour and maximise the efficiency of new digital assets, while working on new tools to enhance the customisation of web content and optimise messages and tools.