BBVA added 11.5 million customers in 2025, with 66% coming through digital channels, according to its annual results . At that scale, opening an account becomes part of advertising economics: attracting an application only begins the commercial work.
Accenture’s BBVA case study describes a sales model connecting paid media, search optimisation, automation, analytics and content. It also describes mobile account opening using facial recognition, text analysis and external data connections to verify identity. The advertisement and the identification process therefore share a customer promise: completing a purchase without losing continuity.
Digital use already has a broad base in Spain: Eurostat records 74.77% of people aged 16–74 using internet banking in the three months before the 2025 survey, according to the series published by Statista. It includes checking accounts and making payments, rather than opening new accounts. That reach places the campaign in a market where completing and using an operation matter alongside discovering the offer; it does not measure BBVA conversion.
Nearly three in four people aged 16–74 use digital banking
People aged 16–74 using internet banking in the preceding three months, Spain.
Tap or hover for details. All values are also available in the data table.
Collapse notes
Eurostat annual ICT household and individuals survey; percentage of all individuals aged 16–74. Includes account information and transactions. Values for 2019–2025 were checked against TIN00099. It does not measure new accounts, exclusively digital use or BBVA customers.
Explore the data table
| Category | Internet banking use |
|---|---|
| 2019 | 54.88% |
| 2020 | 62.10% |
| 2021 | 65.16% |
| 2022 | 69.60% |
| 2023 | 71.45% |
| 2024 | 74.96% |
| 2025 | 74.77% |
A promise that crosses several systems
A campaign can present an account as straightforward to open. Delivering that promise requires the applicant to understand the offer, provide the necessary documents and complete the bank’s checks. Those steps have different owners and purposes. Commercial continuity requires relevant information to follow the application across systems while identity controls remain in place.
Integration has a concrete purpose here. When a person has already selected a product, the next screen can retain that choice. When a check requires human intervention, the employee handling it needs the application’s status. Repeating information or restarting an operation consumes customer time and bank work. Advertising has already paid to bring that person to this point.
On June 23, 2025, BBVA presented Spain’s “Muy tú. Muy de BBVA” campaign , developed by Accenture Song and BBVA Creative, with Mindshare handling media. It accompanied a new version of the app. That connection between message and product supports a more precise commercial discussion than exposure counts: how much of the promised experience the customer can actually complete.
Using internet banking and wanting to manage all finances exclusively online are different choices. In Statista Consumer Insights, 26% of bank account holders aged 18–64 in Spain selected the second possibility in the second quarter of 2026. The sample and ages differ from Eurostat, so the percentages cannot be subtracted. For the journey described by Accenture, the finding preserves the need for continuity when a person asks for help or does not want to complete everything through one channel.
Digital use does not mean wanting an exclusively online relationship
Bank account holders aged 18–64 who can imagine handling all financial transactions online, Spain.
Tap or hover for details. All values are also available in the data table.
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Consumer Insights: online survey with multiple selections; n=1,729 in the latest update and samples varying across updates. This is a stated possibility, rather than observed exclusive use. The Eurostat chart measures a different construct and population.
Explore the data table
| Category | Select the statement |
|---|---|
| Q1 2025 | 30% |
| Q2 2025 | 29% |
| Q3 2025 | 28% |
| Q4 2025 | 27% |
| Q1 2026 | 25% |
| Q2 2026 | 26% |
Acquisition costs continue after the application
The 2025 figures cover the BBVA group. They do not isolate Accenture’s contribution or attribute every digital customer to a campaign. They also do not establish how many accounts stayed active or their economic contribution. Keeping that distinction prevents a supplier case study from becoming a causal demonstration its documents do not provide.
Economic assessment can follow three separate records: an application started, an account opened and a relationship used. Comparing them locates unfinished work. More opened accounts can require more document reviews; a lower cost per application can attract people who never finish opening an account. Choosing the budget using the first record while managing the business using the third leaves part of the cost outside the calculation.
For Accenture, the commercial value of the case lies in showing how capabilities often purchased separately connect. Creative work brings an offer to market; integration makes it possible to buy; data records what happens afterwards. The next investment finds its criterion when those pieces produce a usable account and a relationship the bank can serve, alongside a response to the advertisement.
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Marian Vasile
Marian Vasile is a MarTech and growth professional. His work spans product marketing, SEO, paid advertising and deep online tracking, including behavioral analytics and attribution.
