Humanizing your finances

Caixa Enginyers presented its new brand image, reinforcing its purpose, “Humanizing your finances”, and its values as a Cooperative Bank. The campaign invites a deep reflection on the role of finance in our society. The new purpose of Caixa Enginyers focuses precisely on the essence of its origins: always centered on people, on the strength of unity, and delivering close, personalized service.

For the launch of the update of the company’s purpose, we decided to create a corporate communication campaign that would get this message across to the general public. To do so, we worked on an advertising campaign that would be thought-provoking and, at the same time, would manage to impact the audience in an emotional and close way – far from the usual communication of the banking sector and financial products.

Each piece of the campaign is a declaration of principles, a call to those who share a human vision of finance and a commitment to our society and a better future for all. They all convey the message that only those who share the values of Caixa Enginyers can be members of the cooperative entity, because they are people who see and understand the world and finance in a different way, but, above all, in a human way.

The central piece of the campaign is a spot that conveys the cooperative entity’s DNA through a story that leaves no one indifferent. It features a protagonist navigating various situations and challenges of our time, yet they are the only one moving forward because they question everything around them. Meanwhile, a voice-over narrates these moments, inviting the viewer to reflect on a different way of understanding finances.

For the launch of the campaign, we developed a media plan that included two waves across digital media, television, radio, and outdoor channels.

The results obtained have exceeded the initial forecasts, with a campaign that has achieved its objectives and has had a coverage of almost 50% in each of the waves on the target of Caixa Enginyers.

The television campaign reached 331 GRPs, and in the case of online television, 45,000 clicks and half a million impressions were exceeded. The outdoor advertising campaign has achieved high visibility, with more than 20 million impacts, and the radio campaign has exceeded 108 GRP’s in well-known programs with maximum audience. In addition, the digital media achieved more than 3.5 million views.