2022 presents a great opportunity for AIB to grow its share of the mortgages market with some competitive changes happening.
AIB wanted to stay relevant and keep their brand top of mind especially with first time buyers, over 50% of the market, by disrupting the standard way of doing things.
HOTY inspires potential mortgage customers and delivers impressive audiences, but it was by tapping into the rapid rise in conversation when the show airs that would allow AIB to say top of mind.
This is thanks to judges, Amanda, Hugh and Sarah who share lively debates on screen while the national debates their choices on social media.
By cultivating a close relationship with the production company, we would use their star power to create disruption and activate the partnership well beyond our TV sponsorship assets.
Influencer drops flooded social media and the TV promos were shared far and wide prompting viewers to tune in. A content series of home tips and tricks were shot exclusively for AIB to use in their social channels using the three judges.
And finally, a special event would reveal the final episode, ahead of airing on TV and the winner was there to give our guests her very first interview. Over 300 mortgage applications were filled out on the night, allowing AIB to draw a direct line between the sponsorship and return on investment.
Strong performance in many metrics showed that AIB was top of mind and ahead of the market for first time buyers.
