AIB Launches ‘Built for Life’ Everyday Banking Campaign

AIB has launched Built for Life, an Everyday Banking campaign focused on the daily financial decisions behind customers’ longer-term goals. The campaign centers on routine moments such as splitting a bill with friends, sending money to a family member, and dealing with an unexpected transaction.

The campaign is based on behavioral science research into how social dynamics affect daily finances. Orlaith Ryan, Chief Customer Officer at AIB, said the research shows those dynamics “create social friction, and can even cost people money.”

AIB has updated its banking experience to combine digital tools, including the AIB Mobile App and its AI support tool Abi, with human support through branches and phone lines. Ryan said the aim is that customers “never have to choose between digital convenience and human reassurance.”

The campaign was developed with TBWA\Ireland, Starcom (part of Core), Wilson Hartnell, and Speers Film.

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