In 2023, AIB recognised a significant opportunity to bolster its position in the competitive mortgage market. Eager to maintain relevance and capture the attention of a key demographic, specifically first-time buyers constituting over 58% of the market, AIB aimed to disrupt conventional practices and ensure their brand remained prominent.
A pivotal factor in achieving this goal was association with “Home of the Year”, a platform that inspires potential mortgage customers and garners substantial viewership. However, the true game-changer lay in our ability to leverage the show’s broadcast to remain at the forefront of public discourse.
The dynamic discussions led by judges Amanda, Hugh, and Sarah on screen, coupled with the spirited national debates online, created continuous buzz that AIB harnessed to maintain brand recognition.
Our close partnership harnessed their star power to disrupt the norm and extend the reach of our sponsorship beyond traditional TV assets. Influencer drops flooded social media, while TV promos were widely shared, driving more viewers to tune in. We also produced an exclusive content series offering home tips and tricks, featuring the expertise of our judges, tailor-made for AIB’s social platforms.
To further engage our audience, a special event was orchestrated, unveiling the final episode before its TV broadcast. The event resulted in a remarkable 600+ mortgage leads, directly connecting the sponsorship with a strong potential return on investment.
Our success is underscored by robust performance across various brand metrics, solidifying AIB’s position as the top-of-mind choice and market leader for first-time homebuyers.
