Keep on Believin’

digital, OOH, POS, Radio, TV

The attitudes towards banks suffered post-recession. Caution was the prevailing sentiment when it came to dealing with them. This was especially the case with first-time buyers, an audience we needed to connect with for Bank of Ireland mortgages. Our challenge was to stand out in a busy marketplace with a campaign that would enthuse buyers already faced with tough economic conditions and ongoing uncertainty over mortgage regulations laid down by the Central Bank.

Insight

The journey to becoming a homeowner can be a fraught one, full of highs and lows but with a thoroughly rewarding final destination. At some points in the journey, you just need a little extra belief – that the decisions you are making are the right ones, and that by keeping going you’ll get to where you want to be.

Disruption®

Rather than showing ideal houses and the final steps of home ownership, we looked at an overview of the journey and each point along the way – from saving to viewing to moving in and beyond. This showed that no matter how difficult things seemed, with some extra belief and a clever mortgage solution from Bank of Ireland, you were always moving closer to achieving your goal.

Results

Every brand has both a final destination and a jouney to get there. If you enjoyed our work for Bank of Ireland, we can open up more about specific results for this campaign. Simply get in touch at hello.dublin@tbwa.com and let’s start our journey together.

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