The challenge Bank of Ireland needed to address was relevancy. Countering the perception as an old-fashioned bank not moving with the times. Their relevance among 21–44-year-olds was poor. Revolut and ‘digital first’ banks turned our audience’s heads and lured them away with promises of ‘quick and easy’ banking.
21–44-year-olds are an important customer demographic for banks. They’re starting their financial journey and will typically stay with the bank that helps them at a young age throughout important life stages.
We built our strategy around our REAL foundation and structured our campaign on four pillars:
- Drive everyday “front of wallet” usage
- Reduce spending with neobanks
- Increase account openings
- Drive awareness and consideration.
Bank of Ireland activated at All Together Now to Celebrate REAL. Traditionally Banks at festivals are simply ATM suppliers. We didn’t want to be traditional. We wanted to do something different. Something unexpected.
We created The Carnival Quarter to celebrate Real and highlight the benefits of a ‘REAL’ bank. Everyone is unique and different, and it is our difference, our REALNESS that makes us stronger.
We created a long-term music festival platform that highlights the benefits of being a Bank of Ireland customer. This activity was the first time we shone a light on digital activity and demonstrated that we can hold our own against digital first banks. As a REAL Bank changing with themes and answering customer needs in a way that suits them.
