Santander Film, Outdoor, Digital, Case study Beyond Money by MRM/McCann Spain

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Beyond Money

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Industry Banking & Financial Services
Media Film, Outdoor, Billboard, Poster, Transportation & Vehicles, Digital, Interactive & Mobile, Case study
Market Spain
Agency MRM/McCann Spain
Chief Creative Officer Miguel Bemfica
Executive Creative Director Jesús Revuelta
Creative Director Lee Tan
Art Director Rafa Merino
Creative Dani Requena, Sergio Villarrubia, Marcos Martínez, Rubén Sánchez
Production OXIGENO
Director Kike Maillo
Released January 2017


Eurobest Awards 2017
Entertainment Excellence In Audience Engagement Or Distribution Strategy For Branded Content Silver Eurobest

Credits & Description

Client: Santander Bank
Product (Service): 1|2|3 Smart Account
Agency: Mrm//mccann Spain Madrid, Spain
Entrant: Mrm//mccann Spain Madrid, Spain
Idea Creation: Mrm//mccann Spain Madrid, Spain
Production: Oxigeno Barcelona, Spain
Chief Creative Officer: Miguel Bemfica (Mrm//mccann Madrid)
Executive Creative Director: Jesús Revuelta (Mrm//mccann Madrid)
Head of Art: Rafa Merino (Mrm//mccann Madrid)
Creative: Marcos Martínez (Mrm//mccann Madrid)
Creative: Rubén Sánchez (Mrm//mccann Madrid)
Creative: Sergio Villarrubia (Mrm//mccann Madrid)
Creative: Yerai Gómez (Mrm//mccann Madrid)
Creative: Dani Requena (Mrm//mccann Madrid)
Creative Director: Lee Tan (Mrm//mccann Madrid)
Brand Manager: Jorge de Federico (Mccann Worldgroup)
Client Services Director: Germán Fritzsch (Mccann Worldgroup)
Account Supervisor: María Cosmen (Mrm//mccann Madrid)
Account Executive: Helena García (Mrm//mccann Madrid)
Account Executive: Rubén Mateos (Mrm//mccann Madrid)
Head of Digital Marketing: Elena Alti (Santander Bank)
Brand and Advertising Director: Marina Peña Caballero (Santander Bank)
Content Manager: Sergio Ramírez (Santander Bank)
Producer: Sara Muñoz (Freelance)
Planning Director: Raquel Espantaleón (Mccann Worldgroup)
Director & Scriptwriter: Kike Maíllo (Freelance)
Lead Actress: Adriana Ugarte (Freelance)
Actor: Miquel Fernández (Freelance)
Actor: Will Shepard (Freelance)
Actress: Bárbara Goenaga (Freelance)
Director Of Photography: Alex Catalán (Freelance)
Music: Josep Villagut (Freelance)
Planner: Sofía Santana (Mrm//mccann Madrid)
Planner: Gabriela Conci (Mrm//mccann Madrid)
The Campaign
Beyond Money, a sci-fi short film set in a dystopian future where you can buy and sell experiences stored in your memory. The film tells the story of Lucia and her search for the balance between money and experiences. And get the audience to think: what's worth more: experiences or money? The story allows the bank to engage young people with a philosophical question about the value of money and experiences, which is what the product does through its financial and non-financial offers.
Creative Execution
A 17' sci-fi thriller directed by a famous Spanish director, Kike Maillo, and starring Adriana Ugarte (the star of the latest Almodóvar film) Was promoted and distributed in the media like any feature film. With its own trailers and posters in all possible media and formats, including television and radio interviews with the protagonists. The film was screened in 14 Spanish cinemas, distributed on 5 TV channels, and is available on Spain's 2 main VOD platforms (Movistar + and Yomvi). In addition to being available online in the same website where you can join the account 1|2|3 Smart. The Santander branches were part of the promotion of the campaign (through the broadcast account 1|2|3 Smart. The Santander branches were part of the promotion of the campaign (through the broadcast of the trailer and the posters of the film) and of the diffusion phase attracting millennials in a massive way.
Reach 7.3 M in the first week. Engagement On video on demand platforms, "Beyond Money" scored higher than blockbusters like “Fast & Furious”, “Pirates of the Caribbean” or “Bridget Jones’s Baby”, and was ‘featured content’ for 2 days, at the same level as the Classico soccer match between Madrid-FC Barcelona. Just on the opening day, more than 10,000 young people from all over Spain went to the main agency branches of 50 Spanish provinces and 14 movie theaters to see the film. The negative brand sentiment decreased 29% since the premiere. Impact The first two weeks achieved 35 % of the annual goal of account sign up.
The project is conceived as a product of entertainment, from conception of the idea, promotion, to the design of the dissemination plan. Santander Bank (the largest of the eurozone) connects with millennials by transmitting a new point of view through entertainment, which improves the engagement and sales results more than any previous advertising campaign aimed at the same target.
In order to connect with the key generation for the brand, and to sell them a new product, Santander Bank communicates a millennials-like point of view regarding the money-experience balance, reformulating the concept of wealth and taking it beyond money. In the same way that it positions the product as an account that goes beyond money, the campaign highlights its non-financial benefits. And it does so by radically changing its traditional approach. This is the first time the bank launched a movie instead of an advertisement.