Beyond Money, a 17 mins 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. It gets 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.

A 17-minute short film directed by a Spanish Cinema Academy award recipient and starring Adriana Ugarte (the star of the latest Almodóvar feature film).

The trailer was broadcasted on different media platforms: cinema, television, and online; and branch offices invited the audiences to watch the full movie at the bank agency itself where they could then open an account (offices and company website).

The film was screened at 14 Spanish cinemas, distributed through 5 television channels, and it was available on 2 Spanish main VOD platforms where it scored better rankings than blockbuster films such as Fast & The Furious 8 and Pirates of the Caribbean, for instance.

The film was also screened at the main branches of 50 Spanish provinces.

- In the first two weeks the campaign reached 35% of the recruitment target for the entire year.

- On the opening day, we managed to attract more than 12,000 Millennials to the agency branches and cinemas.

- The negative brand sentiment decreased 29% since the premiere.

- At Movistar+, the main VOD platform in Spain, the users review average was 4.5 points out of 5. Better than Hollywood blockbusters (image attached)

- In the FilmAffinity "branded films" ranking, "Beyond Money" is above pieces as awarded as The Spanish National Lotterys' "Justino", the Nike's "Black Mamba" or even some of the BMW's episodes of "The Hire".

(The ranking: https://www.filmaffinity.com/es/movietopic.php?topic=839702&attr=rat_count&nodoc )

Additional information: in just 1 month, the campaign have reached 54% of recruitment target for the entire year.

Additional information: in just 1 month, the campaign have reached 54% of recruitment target for the entire year.

- At Movistar+, the main VOD platform in Spain, the users review average was 4.5 points out of 5. Better than Hollywood blockbusters (image attached)

- In the FilmAffinity "branded films" ranking, "Beyond Money" is above pieces as awarded as The Spanish National Lotterys' "Justino", the Nike's "Black Mamba" or even some of the BMW's episodes of "The Hire".

(The ranking: https://www.filmaffinity.com/es/movietopic.php?topic=839702&attr=rat_count&nodoc )

The target showed a better direct response to the campaign than any other advertising campaign in the 160-year history of Santander Bank in Spain;

- never before had the bank managed to sell so many accounts in such a short time.

- on the opening day, we managed to attract more than 12,000 Millennials to the agency branches and cinemas.

The 2 main objectives:

- Sell accounts online.

- Bring Millennials to the agency branches.

The film was enjoyed at the offices (where an account could also be opened), which led to a brand record concentration of young people at branch offices (more than 12,000 young people on the day of the film release).

Spanish Millennials have suffered through the economic crisis, and they blame it on the banks. 71% would rather go to the dentist than listen to commercial proposals made by a bank. And most of them have never entered a bank office.

Besides, Santander Bank is perceives as one of the oldest banks, and the average age of its clients is approximately 50.

In 2017, Santander Bank launched the 1|2|3 SMART Account targeting Millennials, an innovative account that not only offers financial benefits but youth-oriented services and experiences.

In a context of indifference and rejection towards the financial sector, a bank needs to sell a product to a key audience that don't want to listen to them.