When you receive the news that triplets are expected, that a daughter has been accepted into a master’s degree abroad, or that you need a car for a new job, people need trust, security, and financial support. And that is what Kutxabank promises in its new brand campaign, “We take seriously everything that matters to you.”
The bank seeks to reinforce its positioning, articulated in the “Seriously” platform more than a year ago, from empathy and real involvement in people’s important decisions. The new campaign, designed by the Tango agency with the creative collaboration of Colectivo &c, reaffirms the brand’s commitment and value of the given word as differential elements.
It is reflected in three different spots, which have been produced by Harry, and which, through humor, present different situations in which there is something at stake and in which having a trustworthy bank makes the difference. They portray different vital moments that, at the same time, allude to the entity’s products and services: such as the first financial decisions linked to the first job; mortgages related to the formation of a family; or planning for future projects.
The message that the pieces convey is that regardless of age or type of life, there are always moments when things get serious. And Kutxabank is positioned as an ally for those key moments. “‘We take seriously everything that matters to you’ represents Kutxabank’s real commitment to the vital decisions of each client“; comments María Urkidi López, Head of Image, Advertising and
Communication to Kutxabank Clients. “Because the importance of each decision is not measured by its economic dimension, but by what it represents in each person’s life: vital, relevant moments and personal growth.”.
The campaign presents the claim “We say it. We do it”, which captures the brand promise in a more human, close and relevant tone. It represents an evolution of the bank’s positioning towards a more explicit expression of empathy and that puts people and what they consider important at the center of the message.
The intention is to present Kutxabank as a committed, honest and coherent bank between what it says and what it does.
“We take everything you care about seriously” runs across television, connected TV, digital channels, social media and outdoor advertising. As part of the campaign, a tarp has been deployed on Goya Street, in Madrid.
Media planning is carried out by Mediasal Dentsu.
