It does not abandon you, do you like to drive?

o

Think green

... Although they are already old, surely these lines immediately bring Rexona deodorant, BMW cars or Heineken beer to mind.

This 2021, Banco Santander's

Poque Tú, Porque Te

,

the most valuable Spanish brand according to the consulting firm Brand Finance

, has made the banking entity chaired by Ana Botín the one to make this advertising

claim

fashionable that transcends and stays in the mind of customers with a short, easy-to-remember, positive and witty statement.

"We wanted to renew ourselves and offer

a more modern and friendly image

", explains Marina Peña Caballero, Director of Marketing for Santander Spain, about this catchy play on words. Before the launch, he says, the creative agency Mono Madrid and the bank worked hard to identify its potential for improvement in terms of

customer experience

. To make the leap and communicate it to the market, they needed a shocking effect that would surprise and make one think that something is happening in Santander.

Hence a fresh, sonorous and simple campaign, which expressed that

"For you the first"

, says Peña.

"We like to say that we have rewritten our leadership, showing ourselves as

a brand with soul, inspiring and contemporary

".

And it has worked.

The data from the campaign post tests and

the firm 's

tracking support this, ending the year 2021 as

"number one in advertising notoriety, increasing affinity

and predisposition to become a client by 32% and considerably improving highly relevant brand attributes , such as closeness, empathy and innovation".

A very complete mix of media

has been added to the great impact of that catchy rhythm

: presence on television, in cinemas and on the streets of many cities in Spain;

a powerful national digital circuit and LED screens at the AVE stations in Madrid, Barcelona, ​​Valencia and Seville;

Metro vinyl in Madrid, Barcelona, ​​Bilbao, Valencia, Alicante and Granada;

and with an impact on other digital media: Smartclip, TikTok, Instagram, Spotify, Targetspot, Seedtag... "In short, we have achieved a

high level of recognition

," summarizes Peña.

ADVERTISING 'BOOM'

Marina Peña Caballero, Director of Marketing for Santander Spain.

Nielsen 's

global study

focused on consumer attitudes around advertising paints a picture in which face-to-face is key.

Hence the success of Santander.

Word of mouth, brand websites and

online

consumer reviews are, in Spain, the type of advertisements that are most likely to

generate trust and lead to action

.

Gen X [born between 1965 and 1981] and

baby boomers

[1946 to 1964] trust advertisers more than any other generation, details the report, which insists on

recommendations from people known

as the message that permeates, followed by magazines and search engines.

For its part, the Infoadex study of advertising investment in Spain 2021 details that

this sector accounts for 0.96% of GDP

and continues to be the engine of consumption and driver of many other industries and, therefore, key to economic recovery.

As might be expected, the most recent data has been strongly influenced by the

health crisis caused by the pandemic

in which the world has been immersed since the beginning of 2020. Not in vain, the advertising market decreased by 17.9% that year. However, in 2021 its growth has broken a world record, with an increase of 23.8%. It is the biggest boost in four years, to 771,000 million dollars [about 680,000 million euros] and is on track to reach a trillion in 2025, with more than half of that money in the hands of three companies:

Alphabet, Meta and Amazon, has announced WARC

. In addition, ad spend is projected to

increase by 12.5% ​​and 8.3% more in 2022 and 2023

, respectively, with e-commerce platforms poised to lead that growth.

THE GREATEST ADVANCE IN FOUR YEARS

The successful campaign of Banco Santander, at a bus stop.

A recent survey conducted for WARC's Marketer's Toolkit 2022 of more than 1,500 marketers shows that

two out of three budgets already committed to Amazon intend to increase that spend

.

66% of professionals plan to spend more on TikTok in the next year, while 61% will do so on YouTube, 60% on Instagram and 57% on Google.

"The trend that

is most prominent within social networks is video.

Brands increasingly demand this format for the storytelling of their campaigns and launches. Both

reels

[15-second videos] and direct have been the most requested trends in Instagram, while

TikTok has gained a lot of strength due to its ability to

go viral, even Pinterest has joined through a similar format called Idea Pins, all of them complemented by

influencer marketing

", contribute Patricia de la Calle and Beatriz Álvarez, partners of the Place To Be agency. "The ABC of creatives is having to adapt to the medium in which their message is going to appear.

Communicating on a large canvas in Sol is not the same as on a

banner

", emphasizes Charlie Pérez-Sauquillo, executive creative director of After Madrid.

Despite the fact that the

digital channel accounts for 44.5% of advertising investment

in Spain, television is second in importance, with 33.6%.

"It is the maximum exponent when it comes to offering coverage to brands, that is, reaching many different people in a short time. A fundamental value when it comes to incorporating new consumers and gaining market share," says Javier Andrés, director of Marketing of Atresmedia.

Who has not heard at some point the expression advertised on television as a way of giving prestige to a product?

This confidence is due, among other factors, "to the fact that it is

a strongly regulated and self-regulated medium

in the face of the illegality that prevails in others," Andrés points out.

The latest technological advances, largely based on

Hbbtv technology,

also help to modernize: "

Addressable

advertising or aimed at very specific audiences according to their television consumption."

MAKE THE TALK

These promising prospects for the future are only stopped by the fear of brands generating controversy or offense, according to experts.

"The problem with big brands is that they want everyone to like them and that is a complicated challenge. Many times, impossible. With the attempt,

there is a risk of being irrelevant

", says Carlos Bravo, author

of Guerrilla Marketing for brave entrepreneurs

.

"If we look back, those ads that have taken a risk are the ones we remember years later."

THE 'RESURRECTION' OF LOLA FLORES

A 'resurrected' Lola Flores in Cruzcampo's 'With a lot of accent' campaign.

"We had a very big feeling with this campaign and the response has exceeded our expectations." For Esteban Velasco, head of Cruzcampo, the initially 'impossible' idea of

bringing singer Lola Flores, who died 26 years ago, back to life

, has succeeded thanks to the strength of a message "about the pride of roots and diversity » at a necessary time. "It is absolutely relevant in the current context and has connected in a very special way with the consumer."

He acknowledges their confidence in what they had in hand and, above all, the involvement and commitment of so many people working as one. "Creatives, technicians, marketing and communication experts and a lot of collaborators, like Lola's own family, or new talents like Califato 3/4 or María José Llergo". Not in vain, without

the authorization of Lolita and Rosario

, daughters of 'La Faraona', this charismatic 'resurrection' would never have taken place. Using the image of those who have already left for commercial purposes thanks to the so-called

'deepfake' - a video in which the face or voice of a person is manipulated

through 'software'- requires the express consent of the direct relatives or of the person chosen by will to exercise the management of the image rights of the deceased person in defense of their memory.

In advertising, the use of 'deepfakes' is becoming an option that is here to stay, as has been seen in Russia with MegaFon, a major telephone operator that launched an advertisement with

the face of Bruce Willis 40 years ago,

or in Spain with the Reina Sofía Foundation.

who decided to 'revive' the artist Salvador Dalí.

In the case of 'Con Mucho Acento', the recreation of the popular Cádiz singer has earned Cruzcampo numerous awards, including the prestigious 2021 Efficacy Awards (considered the Goya of advertising), where he won the Grand Prize and two EFI of gold.

The list of winners is completed with a grand prize and five golds in the C de C (National Creativity Awards 2021);

a grand prize and four gold medals at El Sol 2021 (Ibero-American Festival of Advertising Communication), and a gold at Caple Awards 2021. "It's not just a 'spot'. In just three words we have

synthesized the personality of this century-old brand,

which she is proud of where she comes from and where she is going", slides Velasco, who praises the experts of the creative firm Ogilvy;

from the Dentsu RedStar media agency;

and those of communication and 'brand PR' N Team Communication, capable of bringing together more than 5,000 images in a complex creation process.

Conforms to The Trust Project criteria

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