Jungle develops the brand and campaign for B100, Abanca’s new digital bank
Jungle is developing the brand platform and creative strategy for B100, Abanca’s new digital bank. The financial institution has entrusted Jungle with the design of a platform to communicate an ambitious project with three objectives: to improve financial health, personal health, and the health of the planet.
B100 is a digital banking model for individuals who are conscious about healthcare, creating a new category called The Healthy Banking. This innovative model connects finances with personal and planetary health through economic rewards linked to healthy habits (better remunerated savings tied to the user achieving their running or walking goals) and environmental sensitivity (25% of the income the bank receives from transactions made with its Pay to Save debit card will go towards combating marine pollution). It is the first banking product linked to health and sports apps.
The first action for B100 involved hanging a canvas in Plaza de San Ildefonso in Madrid. Through digital screens in the subway and an influencer campaign, B100 called for the first 4,000 people who wanted to live to 100 years old to come forward and meet them. This initial creative campaign is presented in a documentary format that compiles the best reflections from those who responded to the call.
This audiovisual piece showcases a selection of interviews conducted in a simple setting with a stool and a screen projecting various elements related to the B100 brand and The Healthy Banking concept. The brand campaign will have an online rollout with short videos (15“ / 20”) primarily on YouTube, Digital TV, and B100’s social media channels (TikTok, X, Facebook, Instagram, and Twitch).
Jungle has assembled an autonomous and decentralized team of creatives, planners, PR, social media, and events experts to design and execute the launch of this model, developing the brand strategy and creativity. Additionally, it will create the narrative and language for the neobank with the aim of bringing this new banking model closer to consumers at all points of contact.
“We were looking for a different partner to communicate something so innovative and Jungle has perfectly interpreted B100’s positioning. Linking our finances with our health and the health of the planet required a creative strategy as powerful as the project itself. We believe that Jungle, with its sophisticated and holistic approach to creativity and communication, was the perfect partner,” said Luis Franqueira, head of marketing at B100.