In a market in which differentiation is not found in the product, CaixaBank considers that some of the key points of its proposal are human treatment and the ability to understand each customer as a unique person, with their own needs and expectations. And it captures this in the advertising campaign “Something personal”, with which it aims to strengthen its bond with customers through closeness, knowledge and relevance.
The campaign, designed by the Havas Creative Spain agency, was launched at the end of last January, marking the beginning of the entity’s commercial strategy.
financial by 2026. The creative proposal seeks to highlight what differentiates CaixaBank from its rivals and convey its ambition to be close and help its customers with everything they need.
Thus, the message of the different pieces, produced in Rome, focuses on highlighting the bank’s ability to understand each person and offer relevant solutions at every moment of their financial life. He explained it in the first spot, which presented Martín and the new fishing rod that he had bought with the first salary from his new job. “For Martín this is something personal, and so is our way of understanding banking,” the announcement stated.
The second piece, released in mid-March, follows the same line. It features Sandra and the love-hate relationship she has with a clay figure created by her daughter when she was little. “For Sandra, taking care of this little figure is something personal, and so is our way of understanding banking,” the narration repeats.
On this occasion, the spot highlights the company’s home insurance and alarm proposal.
The company assures that the campaign is committed to a realistic and friendly tone that aligns with its way of understanding and doing banking and with a positioning
dialogic and close. CaixaBank’s intention is to consolidate trust and commitment as the axes of its relationship with customers; and the vision that people are at the center of all decisions.
“’Something personal’ is born from the conviction that CaixaBank differentiates itself by being a close, human and committed entity, capable of building long-term relationships of trust with its clients.”; CaixaBank stated in a statement on the occasion of the launch of the first installment of the campaign. “To achieve this, it relies on the best of personal attention and the digital world”.
In this sense, it highlights its more than 4,000 branches in Spain and its digital banking infrastructure.
The campaign is deployed throughout the year in different commercial campaigns and product drops, such as payroll, insurance or consumption. It runs on television, social networks, digital platforms, and also in the office network.
Pending accounts
In parallel, CaixaBank has launched, together with the Casanova agency, “Pending Accounts”, a project that addresses the importance of financial education through a close, human and cultural approach. Different public personalities, such as the journalist Maldini, the Paralympic tennis player Cisco García, the coach Crys Díaz, and the content creators Nuria Casas and Arnau Roca, share their personal experience around savings, investment, retirement and family planning, connecting real learning with the daily challenges of users.
The initiative starts from the question “What would you tell your past self, with what you know now, about your financial education?”, and from that approach, each participant reflects on correct decisions, mistakes made and lessons learned. The content has been directed by Luc Knowles, and has focused on the combination of entertainment, utility and social value, to contribute to closer communication from the bank.
