“El Hormiguero” has begun a new television season ready to continue leading the Antena 3 grid, but it does so with changes among its collaborating brands. Revolut will now be in charge of sponsoring the “El Hormiguero Card” section, displacing Openbank, Grupo Santander’s digital bank, which has been linked to the space for almost a decade.
As the company has expressed in a statement, his name is the one that will now be associated, at least during this season, with the already popular telephone contest, which next year will celebrate its tenth anniversary as a permanent section of the program. The section will maintain the usual mechanics, in such a way that users who receive the call from the program with the question “Do you know what I want?”, and respond correctly with the phrase “The El Hormiguero Card”, will receive a jackpot of 6,000 euros. On the other hand, if they fail, the money is accumulated and the contest is reopened next week.
There will be another monthly draw in which an additional 6,000 euros can be won
In addition, the entity will hold another monthly raffle in which you can win an additional 6,000 euros from home and in which you can participate by scanning the QR codes that will appear in the content published on social networks or platforms such as YouTube and TikTok and by opening an account with the entity. Between both actions, Revolut ensures that it will distribute more than 300,000 euros throughout the season.
“El Hormiguero” gives us the opportunity to enter the home of the Spanish in a different and fun way and, in turn, helps us connect with all types of generations.“commented Ignacio Zunzunegui, Head of Growth in Southern Europe, Latam and the United States at Revolut. “With this new collaboration, we take a step towards one of our great objectives in Spain: to become the main financial entity for our users who will now see us every week in their living room.”.
Revolut’s strategy
The movement represents an evolution in Revolut’s advertising strategy, until now more linked to the digital ecosystem and more focused on new generations. Its association with “El Hormiguero” implies an expansion of its usual target towards a more adult audience and a consolidation of its commitment to conventional media. It should be noted, in this sense, that in 2024 the brand partnered with Ibai Llanos to promote its services and functionalities; while this year he trusted the figure of Luís Figo to demand the change of bank.
However, sponsorship and promotion, key to this new initiative, have also been protagonists in its recent strategy, with links to the Primavera Sound festival and La Velada del Año VI, among other events. Collaborations with content creators and raffles and contests are also common. The intention is to achieve growth through attraction through rewards and awareness through entertainment.
Thus, the link to one of the programs with the most audience on television is a reflection of its desire to compete and lead the category in Spain, and is part of a broader strategy aimed at gaining share and penetration in the Spanish market. Proof of this is also the upcoming opening of its first physical store globally in Barcelona, in a move that, in turn, marks a relevant change in its customer relationship model by also including the availability of in-person service.
Openbank and “El Hormiguero”
“El Hormiguero” has premiered its season with an average audience of 1,893,000 viewers and a 17.9% share thanks to the visit of journalists Carlos Alsina and Rafa Latorre. Revolut’s sponsorship of the telephone contest marks the closing of a stage for Openbank that has lasted since at least 2017. In April 2022 the relationship was strengthened with the launch of the El Hormiguero credit card, available for both customers and non-customers and which was illustrated with the program’s logo.
Openbank, which this summer was the subject of conversation based on the meeting between Ana Botín and the creator IShowSpeed at the Soccer World Cup, will no longer be present at “El Hormiguero”, but it will be present at other events of social and cultural relevance. Among them, the Madrid Formula 1 circuit (Madring), which will be held from September 11 to 13 in the capital. Banco Santander established a sponsorship agreement with the competition at the end of 2024 to boost the presence of both brands in the grand prix.
