THIS BANK IS MADE BY PEOPLE

ERNEST

Medals Won

🥈 SILVER – Best Results and ROI
🥉 BRONZE – Financial Services

Campaign Overview

In an era dominated by AI, automated services, and depersonalization, ABANCA embraced its human roots with the campaign “This Bank Is Made By People.” While many banks highlight their technological innovations, ABANCA emphasized the irreplaceable value of human interaction in banking.

The campaign highlighted the importance of real people in delivering trust, empathy, and personalized solutions, showcasing actual ABANCA employees as the stars of its messaging. This human-first approach positioned ABANCA as a customer-centric bank that prioritizes meaningful connections over automation.

Creative Concept

The campaign embraced disruption and relatability by showcasing real bank employees across all channels:

Employee Casting: Over 120 employees nationwide participated in casting, and 11 were selected to appear in TV spots, posters, and digital ads.
Groundworking Strategy: Before the campaign launch, a media discussion was initiated about the risks of service dehumanization, ensuring the campaign’s relevance and resonance.
Localized Advertising: Ads were geo-targeted to feature employees from local branches, creating deeper connections with customers.
Playful Messaging: Internal campaigns used slogans like “We don’t want Brad or Angelina, we want you” to encourage employee participation.

Execution Strategy

Empathy Over Automation: Reframed technology as a tool for empowering employees, not replacing them.
Omnichannel Approach: Deployed 11 TV spots, 29 OOH visuals, 76 digital assets, and localized branch ads to connect with customers everywhere.
Groundworking Impact: Promoted pre-launch discussions on social media about the risks of automation and the importance of human connections in services.

Impact and Results

The campaign exceeded expectations and delivered impressive results:

Brand Awareness: Grew from 11.7% to 19.6% (+68%).
Top-of-Mind Awareness: Increased from 2.2% to 2.8% (+27%).
Consideration: Rose from 6.7% to 8.9% (+33%).
Website Visits: Climbed from 536K to 639K (+19%).
Leads: Increased from 23K to 26K (+14%).
Applications: Rose from 13.8K to 15.9K (+15%).
New Accounts: Jumped from 5,022 to 6,579 (+31%).
ROI: Surged from 172.87 to 208.65, a 21% improvement.

Why It Worked

By boldly championing the value of human interaction in an increasingly automated industry, “This Bank Is Made By People” resonated deeply with customers. Its authenticity, localized messaging, and employee-focused execution reinforced ABANCA’s commitment to putting people first—both in its ads and its services.