Delivering public information that encourages action.
Banking & Payments Federation Ireland
The BPFI is the voice of banking in Ireland. So when Ulster Bank and KBC Bank Ireland announced that they would be leaving the Irish market in 2022, the BPFI needed to support banking customers in making the move to another financial services provider. They briefed us to create a public awareness campaign reminding the public of the need to move bank
The ambition was clear – to guide customers through the biggest logistical challenge in the history of Irish banking.
Trust in the banking sector in Ireland is mixed. We needed to show that the BPFI were ready to play their part in helping customers with the unprecedented banking challenge ahead. Added to this, the media were already talking about the issue and it was clear there was widespread confusion and concern. We knew this could lead to inertia and eventually panic.
Our insight was that people needed reassurance that it isn’t as difficult to move accounts as they think it is once they plan in advance and follow the correct steps. .
“focused on highly targeted media choices”
The creative strategy was simple – rather than simply remind people of the need to move, we would create a consumer-friendly campaign and direct to a website which would empower the public to manage the process with minimum stress.
Across radio, online and social, we delivered content such as advice and FAQs in a reassuring and pragmatic tone of voice. We also wanted to mirror the various affected audiences, employing ‘human proof’ to drive salience.
Our media strategy, planning and buying team focused on highly targeted media choices, directing specific messages to discrete audiences from business to vulnerable customers to younger audiences, ensuring that key issues for each audience were addressed. The campaign assets were also extremely agile, designed to be adaptable to new learnings we gleaned from the data as it emerged, meaning our messages could address new issues as they arose.
To date, over half of Ulster Bank and KBC customers have switched their bank account. Our campaign will continue until everyone has successfully migrated their banking smoothly.
Online video, radio, digital and social.