Attract and create loyalty

The Marketing unit has the mission of developing and implementing the Bank's marketing plan, through the design and launch of advertising campaigns, direct marketing and commercial events, with the aim of attracting new customers and creating loyalty among existing ones.

Some of the main actions in 2019 were as follows:

• Launch of the creative concept Never stop searching, which had an equal balance of emotional and rational drivers and was widely broadcast on television, digital media and social networks. For the launch of this new concept, all posters, digital and interior signage in branches, private and corporate banking centres were refurbished.
• Launch of Bk, the new business line designed with the Business and Brand segments to disseminate a range of products and services for younger customers: Bk Mini (0-17), Bk Joven (18-24) and Bk Salary (for those receiving a salary).
• Multiple events were also held throughout the year to attract and retain customers: lunches, financial workshops, concerts, equity events.