Bank of Ireland is targeting the Gen Z demographic with a major integrated marketing campaign that highlights the benefits of its current account.
The campaign aims to position Bank of Ireland as a simple, seamless and secure choice for everyday banking needs. Therefore, it highlights key digital features with a strong focus on younger and new-to-Ireland segments.
The campaign seeks to demonstrate that Bank of Ireland’s current account offers peace of mind through features like freezing lost or stolen cards, receiving instant fraud alerts, gaining insights on spending trends and easily managing everything via mobile.
Laura Lynch, CMO of Bank of Ireland, said: “We know that customers want a bank that works seamlessly with their lifestyle, offers helpful digital tools and will be there when they need us most,
“This campaign is about showing that banking with Bank of Ireland is not just easy, it’s reassuring.”
The campaign, which was developed in partnership with The Bank Collective by WPP and led creatively by Folk VML, will run across TV, radio, social and digital platforms through to the end of 2025. It also includes a targeted on-campus presence during September and October.
This campaign underscores Bank of Ireland’s ongoing commitment to brand relevance and customer acquisition as it seeks to reaffirm its role as a trusted and forward-thinking financial partner.