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Bank of Ireland launches new mortgage marketing campaign

Written by Robert McHugh, on 6th Sep 2016. Posted in General

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Bank of Ireland is launching a new advertising campaign to replace its well-known “Rachel and Steve” campaign.

The new campaign has been developed following extensive customer research and depicts the journey that consumers undertake when buying a home.

The campaign is being rolled out in parallel with a new Cashback PLUS Mortgage offer which offers Bank of Ireland current account customers who are buying their first home, moving home or switching their mortgage to Bank of Ireland, 2% cashback on their mortgage at drawdown, along with an extra 1% cashback five years later (subject to customers meeting the conditions of their mortgage).

The new campaign has been developed by advertising agency Cawley Nea and will feature three different TV ads. The campaign includes TV, outdoor advertising, radio, digital and social media.

Director of Customer Analytics, Insights and Marketing at Bank of Ireland, Kelvin Gillen says, "To the backdrop of music track ‘Don’t Stop Believin’ by 1980’s rockers ‘Journey’, our new campaign portrays customers at different stages of the home-buying journey – saving a deposit, searching for the perfect property, and settling in and managing repayments."

He added, "The overall message of the campaign is to keep up the belief that the journey towards home ownership can be navigated. Over the past year we have spoken to a wide cross section of customers and they have told us about their personal journeys. We understand the challenges that prospective homeowners are facing and we have developed a range of new offerings to help make things a little easier, including our new Cashback PLUS product."

Source: www.businessworld.ie

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