These TVCs were created as part of a huge omni channel campaign which really delivered on AIB’s ambitious mortgage targets. Leveraging AIB’s creative platform ‘We Back Belief’, we presented the stark reality of buying a property – the crowded viewings, unsuitable housing market, often moving home to your parents to save or having your hopes shattered, time and time again by mortgages falling through. The campaign tells the stories of two distinct buyers – a family who has outgrown their current home with another baby on the way, and a single first-time buyer who has moved back in with their parents. Ultimately the campaign shows how AIB makes this difficult process easier, by doing what they do, so well. AIB’s unique digital offering is on hand to support buyers through the daunting application process. The emotive spots conclude on a positive note, showing how belief can prevail, culminating in the joy of finally having somewhere of your own to call home. Beyond the TVCs we created a huge amount of social content, in branch comms, OOH, digital ads, operating from the top level of the engagement funnel by connecting emotively with our audience segments, followed by comms driving awareness of mortgage products eventually converting into actual mortgage applications.
