BBVA received the Efficiency Awards 2023 from the Jury Club of the Spanish Advertisers Association for its standout brand strategy in digital transformation and the educational initiative We Learn Together. After several years as a finalist, the organization earned this accolade, underscoring its commitment to innovation and the thoughtful development of its Let’s Learn Together content strategy. Today, the initiative boasts more than seven million subscribers and has generated 770 million video views on YouTube, with 236 million views concentrated in Spain. In the Valencian Community alone, views surpassed 6.6 million.
Among contenders like Burger King and Samsung, BBVA was judged worthy of the award. The prize recognizes a brand advertising career that leverages technology to convert digitalization into opportunities that positively impact people’s lives, assist better decision making, and highlight the importance of financial health within society. This accolade is a reflection of years of consistent effort. BBVA aims to be an innovative bank that supports individuals and creates a meaningful, positive impact on their daily lives. These sentiments were echoed during the ceremony, held at the Teatro Real in Madrid.
For BBVA’s Country Manager in Spain, the organization’s longstanding mission is to demonstrate how a bank can generate real opportunities for people while simultaneously strengthening brand perception. The recognition extends beyond finance, acknowledging the bank’s ability to translate digital progress into tangible benefits. After remaining a finalist for three years, BBVA lived up to expectations and earned the award, highlighting innovative work and a robust content strategy.
The jury highlighted the communication surrounding the education initiative Let’s Learn Together. Launched in January 2018, this program was created to improve people’s lives worldwide by delivering inspiring content from esteemed experts. It has since featured voices on topics ranging from new technologies to emotional intelligence, equality education, and, more recently, climate action and social inclusion. Today, Let’s Learn Together 2030 stands as the largest education platform of its kind, with over seven million subscribers and more than 770 million video views. In the Valencian Community, views reached over 6.6 million.
According to the jury, the award acknowledges BBVA’s consistent track record of delivering service-centric messaging, a core pillar of its strategy in times of change. The remarks from the Country Manager emphasized that the award is not only proof that BBVA is perceived as a relevant and distinctive brand but also evidence of its real social impact, reinforcing the bank’s ongoing commitment to communities across Spain and beyond.
Productivity Awards 2023
The Productivity Awards are organized by the Association of Spanish Advertisers and have a history spanning 25 years, with the Jury Club comprising seasoned professionals from advertising agencies, media outlets, planning firms, and related sectors. The award recognizes sustained excellence in pursuing efficiency through advertising, innovation, strategic thinking, and the effective use of media tools, all while demonstrating clear returns on investment.
Through the Efficiency Awards Jury Club, the BBVA case illustrates how a bank can align brand messaging with practical benefits for users in Canada, the United States, and other markets. The emphasis on education, digital empowerment, and accessible financial knowledge resonates with audiences across North America, shaping perceptions of BBVA as a forward-looking institution that prioritizes people and measurable social value. The overall result reflects a disciplined approach to communications, backed by data-driven strategies that connect content with real-world impact and financial well-being.