Regardless of what we do, Millennials usually ignore our messages. But they do love to consume content almost compulsively. So we decided to give them our creative ideas on the characteristics of the product (the balance between the value of money and experiences and an account that offers more than just financial services) through a sci-fi thriller. This was a complete change to the media strategy conducted over the last 160 years.

We launched a trailer to generate expectation about the movie and the account. A piece that by itself already explained the idea that we wanted to convey to Millennials. This trailer directed audiences to the premiere in the main offices of the 50 provinces, the web (places where the account could be opened) and the 14 cinemas where it was projected.

90,000 people followed the premiere event of the film through Periscope.

Since the launch, promotion began with the appearance of the director and the protagonist on TV programs, radio programs and in magazines.

On social media, we started the conversation by asking the target if they would sell their own experiences.

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

- On opening day we managed to attract more than 10,000 millenials to the offices and the cinema.

- On the day of the premiere, #beyondmoney was the # 1 trending topic in Spain.

- 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 )

- 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.

The campaign has entertainment content that was screened in 14 cinemas in Spain, distributed on 5 television channels, presented on the top 2 Spanish VOD platforms, and is available online.

The agency branches were part of the process of dissemination (through poster and trailer broadcasting) and promotion of the film (projections on the day of release).

So how can a bank talk to a generation that's cynical about banks?

By avoiding the media channels used by banks and going to where millennials love to be: the cinema.

We also included the agency branches in the promotion stage (through posters and trailer broadcasting) and promotion of the film itself (projection on the day of the premiere). This converted the place where the account could be opened into an entertainment broadcast point and made the place attractive for Millennials who had never been there before.

In Spain, Millennials have suffered the economic crisis more than anyone.

And who do they blame? The Banks.

So how can a bank talk with a generation that's cynical about banks?

By avoiding the media channels used by banks and going to where millennials love to be: the cinema.

The film is directed by one of the most important Spanish directors, winner of a Goya (Spain's Oscars) and starring one of Spain’s biggest young stars (known as the Almodóvar girl ).

Santander Bank is perceived as one of the oldest banks in Spain and the average age of its clients is around 50 years of age

The 1|2|3 SMART account is a bank account that offers youth-oriented services and experiences in addition to the usual financial services.