“The JP Morgan of EuropeThis is how Ana Botín, Executive President of Banco Santander, has presented Banco Santander to the popular American content creator IShowSpeed, which has more than 150 million followers on social networks.

On July 14, the board attended the match between France and Spain at the Dallas Stadium as a spectator, one of the two semifinals of the Soccer World Cup that has been held in Mexico, the United States and Canada since June 11. In addition to enjoying the meeting, he met the influencer in one of the stadium’s boxes, an opportunity he took advantage of to greet him and turned into an opportunity to promote his business.

Botín, like Juan Roig, President of Mercadona, sneaked into one of the live broadcasts that IShowSpeed ​​has been carrying out during the tournament through digital platforms, including YouTube, and in which he shares the moments prior to the matches and comments on their development.

The people who were next to the executive during the conversation with the creator present Banco Santander in an analogy with the financial institution JP Morgan and point out that Juan Roig and Ana Botín are “two of the most important people in EuropeHowever, those involved in the conversation point out that IShowSpeed ​​“has more followers”.

Ana Botín capitalized on the attention of the creator and the audience in her broadcast to display a favorable commercial message for her business, seeking to convince the influencer to become a client of Openbank, Santander’s digital bank. “You should open an account at Openbank, it covers a large amount”, comments the directive.

Confused, IShowSpeed ​​asks what Openbank is, but says yes to the board’s proposal, as long as you get a good credit rating. Ana Botín assures you that you don’t need anything to open an account and that it offers you 4% interest on your savings. He also emphasizes that the entire service is online, to which the creator responds with a grimace of surprise and a certain approval.
To clarify the name of the Spanish brand, Ana Botín establishes a parallel between the pronunciation of OpenAI and Openbank. “Remember it”says the executive.

This is the video that includes the original IShowSpeed ​​broadcast. You can see the meeting between the influencer and Ana Botín and Juan Roig starting at minute 02:45:00.

The learnings

It lasted less than a minute, but it created a privileged space to promote both Spanish brands, their differential values ​​and their products. And the speech delivered by Botín, which could well be a radio spot, can be inspiring and leave some lessons learned for professionals in the communication, advertising and marketing sector.

From reason.Why We wanted to highlight some. On the one hand, the repetition of the brand name, which is mentioned up to five times in the few seconds that the conversation lasts. On the other hand, the execution of several “call to action”, among them, “You should open an account” either “Remember it“Also the presentation of the differential value of the company, in this case the percentage of interest on the account; or the use of a simile that is understandable and identifiable by the interlocutor, not familiar with the brand; as well as the friendly tone that the conversation conveys.

Mass audience and notoriety

The spontaneous conversation, which occurred during the players’ warm-up on the pitch, took place at a time when, according to publication The Countrythere were more than 200,000 active accounts on the live stream. Which in terms of audience, making an unofficial translation, could imply 5 million viewers.

It helped the visibility of Banco Santander, Openbank and Mercadona before the mass audience of the content creator, and both managers and brands have boosted their notoriety, especially when users have echoed the meeting, calling it “surreal.” The moment and the commercial occasion derived from it have generated a significant volume of conversation that has also been picked up by national and international media.

It should be noted that all of this occurs in an extremely restrictive context for the presence of any brand that does not hold the status of sponsor or partner of the World Cup, derived from the limitations imposed by FIFA. This has given rise, among other things, to some brands that boast rights naming of the stadiums in which matches have been played have had to hide their logos. Levi’s has been one of them, and consequently has deployed an ingenious marketing strategy around the situation.

Audience reactions

Ana Botín herself has contributed to boosting the visibility of the meeting by sharing the video on her social networks, accompanied by the message “What a game… and I hope at least one new Openbank client“At the time of publishing this news, the publication would accumulate almost 200,000 views and 6,000 likes.
The executive’s publication has aroused the opinions of users who, among other things, applaud Botín’s confidence and his ability to highlight the business even in that situation. They even suggest that Openbank or Banco Santander collaborate with IShowSpeed.

“The best placed advertisement in the world“; one user has pointed out. Another points out: “Therein lies the difference between “marketing” and knowing how to read the game while it is being played. Genuine, agile and very well used“. They also highlight: “There is nothing more beautiful to see than a boss being the first salesperson of her company”.

Click to view the data in full screen.

However, some users call the scene “shameful” and “inelegant”, and they correct the information provided by Botín, since, currently, the high-yield savings account to which the executive could be referring offers 3.80%.

Juan Roig and Mercadona have also been protagonists of a moment that is already viral and that, for many, will remain linked to the memories of this World Cup. The executive was introduced as “a famous businessman in Europe” and referred to Mercadona as “the second largest company in Spain”. “It’s like Walmart, but from Spain“, commented those present, contextualizing before the influencer the dimension of the Spanish supermarket with the American chain.
In addition, the manager took advantage of the occasion to take a family photo with IShowSpeed.

*True errors: When writing this article, at first, the data “number of followers” (58M) was confused with the “number of viewers” (200K)