Mainstream Banks in Ireland took the cradle to the grave approach when it came to signing up new customers. “Sign them up early and they will stay with us for life”, was the strategy of choice for decades. This approach became a highly competitive and expensive exercise during College Freshers’ Week where each bank would offer expansive freebies to lure the students at all costs.
Research with student groups suggested they saw through the freebie approach. Students were looking for a genuine relationship with their new bank where the manager would respect their stage in life and be there to help them if needed (once they proved to be trustworthy in their behaviour with the bank). Students wanted respect rather than freebies!
Dialogue created the ‘We go to extremes so you can too’ integrated campaign which recognised these needs. It highlighted the fact that BOI were prepared to treat students with respect during the early years of the relationship.
This campaign won several international awards for its originality, bravery and for looking completely different to the standard banking campaign on offer across the globe.