Santander’s new campaign wins the Entertainment Lions Grand Prix

26.06.2017 Advertising : Finance : Branding

Cannes – The award-winning film was designed to promote 1|2|3 Smart, a new range of products and services targeted at Millennials.

Beyond Money, created by marketing agency MRM//McCann, follows a woman called Lucia as she navigates a dystopian future in which people buy and sell personal experiences. Highly stylised and narrative-led, the 18-minute film aims to spark debate about the true value of money.

‘If you want to have an impact on your client’s business, you need to go beyond traditional advertising,’ says Miguel Bemfica, chief creative officer at MRM//McCann Spain. ‘Branded content is very powerful when done well, especially if your audience is Millennials.’

According to Santander, the campaign helped the bank to achieve its fastest sign-up rate in 160 years and 35% of its annual business goals in two weeks.

The Big Picture

  • As LS:N Global explored in our Faction Marketing macrotrend, consumers are increasingly immune to authenticity and interested in campaigns that blur the lines between fact and fiction
  • A similar campaign by investment management platform Wealthsimple taps into the Millennial approach to finance. Read our Briefing to find out more
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