A 160-year-old bank that questions the real value of money through a sci-fi thriller.

‘Beyond Money’, a story set in the near future where you can sell and buy experiences that are stored in your memory. It tells the story of Lucía (played by an ‘Almodovar actress’) and the search of her own balance.

A story which allows the bank to engage young people with a philosophical question about the value of money and experiences. This reflects the product with its financial and non-financial offer.

- In the actors’ social media channels, they began the #beyondmoney conversation, arousing interest in future content.

- A trailer was launched which the media began to talk about. At the moment of highest interest, a premiere was organized in the most important cinema of Madrid, 14 other cinemas and the main bank offices of each of the 50 Spanish provinces.

- At the premiere, interviews were given to gossip programs, magazines and news, allowing us to transmit the point of view of the brand in non-habitual channels more related to the target.

- After the launch, the promotion continued with the appearance of the director and the protagonist in different late night shows.

- The joining of the bank with soccer sponsorship (La Liga Santander) allowed the conversation about the balance question (experiences-money) to be brought into the world of soccer.

-The negative brand sentiment dropped 24% after the premiere.

-Santander got the fastest sign up rate in its 160 year history.

- 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 12,000 millennials to the offices and the cinema.

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

-Reach: 7.3M views in first week.

- During the first week, we got a space on prime time TV for more than 15 minutes.

- 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.

In a conservative communications context and as vulnerable to criticism as banks are, Santander dares to question the value of money, attract the attention of the target audience’s media and transmit a reflection directly related to its product (the balance between experiences and money).

When almost no celebrity wants to associate their image with that of a bank, the promotion of the film managed to attract, to the event and to the conversation, millennial influencers from the world of cinema, arts and sport.

The presence of banks in the media is restricted to news and financial media, which are not so relevant to the target audience. With the film and its promotion and diffusion, the bank managed to enter youth media spaces (entertainment media, love and sports) where before banks did not appear.

Spanish Millennials have been through the economic crisis, and they blame it on the banks.

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.

In 2017, Santander launches the 1|2|3 SMART account, its new millenials account, a bank account that offers youth-oriented services and experiences in addition to the usual financial services.

In a context of an audience indifferent towards the traditional advertising format, and which is cynical of the financial sector, a bank needs to sell a product to an audience that does not listen to it.