Caja Rural de Salamanca has proposed to stress the discourse of the banking sector with “Less global, more personal”, a campaign that claims proximity banking as a differentiating element. The entity thus proposes a critical reading of the dominant model, marked by digitalization and the reduction of physical presence, compared to its commitment to maintaining the link with the territory and direct attention. Currently, it concentrates 30% of the office network in the province of Salamanca, reinforcing its local positioning.

One of the creative axes of the campaign, developed by the company’s internal marketing department, is articulated around a direct message: “They have an office in Ushuaia but they closed the one in your neighborhood”. The phrase summarizes the contrast between the global narrative of banking and the reality of branch closures, which in Spain has exceeded 50% in the last decade, according to data from the Bank of Spain. The campaign transfers this insight to the street through a Street marketing intervention in former closed offices of the competition in Salamanca, Ávila and Valladolid, where the space itself acts as proof of the message.

The second creative axis transfers this same premise to the social sphere with another message: “They sponsor the 1st division leagues, we sponsor your children’s leagues”. With this, the entity contrasts the sponsorship of large competitions with the support of grassroots sports, positioning itself from the everyday and the close. The campaign thus seeks to connect with the real experience of families and reinforce the idea of ​​support beyond the financial.

The proposal stands out for the coherence between message and trajectory. Caja Rural de Salamanca articulates an explicit defense of a banking model linked to the territory and people, in which proximity is its operational basis and now also its advertising resource. In this way, the campaign proposes a position: recovering the value of what is close as a competitive advantage.