The story behind the campaign
Challenge
Spaniard millennials have been through the economic crisis, and they blame it on the banks. Banco Santander 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 will launch the 123 SMART account, its new millennials account, a bank account that offers youth-oriented services and experiences in addition to the usual financial services.
In an environment where audiences show indifference toward the traditional advertising format as well as complete rejection of what the financial sector has to say,...