Bank of Ireland pitches to young adults


Bank of Ireland’s new campaign, ‘BOIMyFirst’, is aimed at engaging with young adults in a new campaign.

As part of the campaign Bank of Ireland is using the digital platform Snapchat to engage with young people, showcasing experiences that bring young people one step further on their journey towards independence.

The campaign features three young people living in Ireland who share stories under the headings of My First Adventure, My First Place and My First Business. We worked with Carat on the Outdoor planning for BOI’s campaign which features these three stories; the campaign creative was designed by Thinkhouse. The OOH advertising is running on Green Screen, Luas Portrait Panels, Adshel, Dart Cards and I-Sites. To further highlight Bank of Ireland’s new presence on Snapchat, we worked with The Picture Works to run projections around Dublin city centre on the 25th and 26th November, featuring the Snapchat logo and BOI’s account handle, @bankofireland.

Below is footage of the BOI projections in action, including a projection nearby the Aviva Stadium after the Ireland V Australia game on Saturday.

Head of Youth Banking Laura Lynch, speaking about the campaign, said “BOIMyFirst’ is the first of its kind marketing activity which fits so well with how we are already engaging with our younger customers. We know that younger consumers are looking for a bank that delivers and enables experiences that are of interest and relevant to them and that suit their fast-paced mobile centred lives. Everyone who enters will have the opportunity to win €5,000 to experience their own unique ‘BOIMyFirst’.”