@FrankDelmelle – July 2014

“Why are you laughing, Luis?” 10 Content Marketing Insights Worth Remembering from Banco Sabadell's ‘Entrevistas sobre el Cambio’

Two winters ago, @BancoSabadell started publishing a series of video interviews, - hosted by Julia Otero - with Spanish celebrities

These Entrevistas sobre el Cambio ���- Interviews about Change – could be ���dismissed as an unsubtle attempt ���by a Spanish bank to (re)gain trust... https://www.bancsabadell.com/cambio

On the bright side, however...

Has Been Doing Well* 10 Things Sabadell

*when it comes to content marketing

Interviewer Julia Otero is inquisitive. She wants to know.

CURIOSITY #10

The ‘Entrevistas’ are asking the questions the bank’s audience is asking itself... in a format – video – favoured by that same audience. ‘Be interested to be interesting’.

EMPATHY

#9

Each interview is ���a conflict to a certain extent, a dialogue, a conversation, ... ���a struggle

TENSITY #8

The theme ‘Change’ ���is true to the / a bank’s mission to enable customers to realize resp. overcome change

INTEGRITY #7

People watch these interviews because they choose to, ���not because someone paid to have them rubbed in their faces. They’re merely accompanied by a polite invitation to explore the bank’s corresponding services.

COURTESY #6

Julia Otero’s guests are celebrities, role models, ... endorsing the brand

CELEBRITY #5

Sabadell owns the ‘Entrevistas’, which earn word ���of mouth, as they’re being shared via social media...

PROPERTY #4

Millionaires are being ���asked to take a working class perspective, heroes to show their vulnerable side, ...

BRAVERY #3

More than a year after publication, the Entrevistas are still serving marketing objectives, proving even banks can look further than quarterly results.

ROI #2

... the sort of ‘Spanish Inquisition’ every savvy advertiser should have signed up yesterday

JULIA

#1

Source: Google Finance, July 13, 2014

Return On Interview?

Screenshot credits (find out ���why Luis Figo was laughing): •  http://www.youtube.com/watch?v=-

XxCF1s9Y4A&list=PLH7RXSmofLzL05SMk-CERH1bwbokpTHzx&index=5

•  http://youtu.be/c7i0bEM8qWQ •  http://youtu.be/MPjxI8bfxSA?

list=PLH7RXSmofLzL05SMk-CERH1bwbokpTHzx

•  https://www.bancsabadell.com/cambio