Emotionally connect with the audience and communicate in an intimate channel of great impact. He Tiny desk It is the formula that has chosen Bankinter to give continuity to his musical advertising trajectory as a brand. The entity thus explores the possibilities of a format used by artists like Adele, Billie Eilish or Sabrina Carpenter.
The brand seeks to continue connecting with the consumer from music
Designed next to the digital agency Pixel & Pixel, the campaign “The account that only gives you joy” advocates the realism and naturalness of the musical format created by Bob Boilen, to communicate Bankinter’s new intelligent digital account. Follow, for this, the staging of these musical interpretations, eliminating everything accessory and projecting as a transparent brand.
The centerpiece of the campaign is a 30 “spot that”It was composed to show with art and palms that it is a product in which everything is good news”, Explains the company in a statement. The video, recorded in the house of a house, resorts to the musical language of the Tiny desk format with the seal of C. Tangana, since its production has been in charge of Square bytle Spainthe producer of the Spanish artist.
“The spot has a mini tiny desk format, since the recording of the musical performance was carried out in the living room of a house“, points out the entity on the process of creating the campaign.”It was done without losing a professional quality apex in production and with a fresh and direct result, as shown by the piece”
Bankinter seeks to maintain the Emotional and direct connection with the consumer Through the format, and projects the advantages of your new account from the musical piece. This is perceived in the lyrics of the song, with phrases like “I have an account that only gives joys, with an interest that is a fantasy“, either “smarter than hunger, saves alone”
The spot, in which the marketing teams of Bankinter and Evo Banco have worked together, is the first campaign of the financial entity after the departure last February of Gonzalo Saiz. The until then Marketing Director occupied that position in the entity for more than a decade, and participated in the brand positioning associated with music which Bankinter adopted in 2020.
On the other hand, “the account that only gives you joys” has a media planning of the agency T2ó. Your diffusion strategy will be exclusively digital“And this is explained because the product it promotes is 100% digital”, It is added in the statement. In this way it will appear both in the official channels of the brand, as on the entity’s website and other audiovisual media.
A very musical brand
Bankinter has been developing its brand for more than five years parts Musical that project their social values and commitment to people. In 2020 they premiered the campaign “Concrete measures” And, in later years, it has also been building other messages about music and its purpose of Humanize money.
“Concrete measures” took the great prize in efficacy in 2020.
In 2023 they launched “A story of progress”campaign designed by the agency Sioux & Cyranos, with which they sought to convey the idea of social progress behind money, purchases and investments. They did it again through music, and Spanish cultural references to figures such as Goya or Velázquez. Again, they continued communicating from empathy.
And last year the brand continued to explore its personal communication with “Concrete measures for concrete lives”, A spot with creative concept of Sioux & Cyranos and Pixel & Pixel as a digital agency, which shows different people singing in day -to -day scenes. With this, the brand sought to transmit to the leaders and great entrepreneurs “The importance of not making the economy understandable for foot citizens, but that this, the economy itself, is the one that understands citizens”, They said in a statement.
