Bank of Ireland Chills with Gen Z in New Marketing Push

Published on July 29, 2025

Snapshot:
Bank of Ireland has launched an ambitious integrated marketing campaign designed to appeal to younger customers and those new to Ireland.

Developed in partnership with The Bank Collective by WPP, with Folk VML leading the creative, the campaign promotes the bank as a simple, seamless, and secure choice for everyday financial needs.

Chief Marketing Officer Laura Lynch said the goal is to offer customers peace of mind by delivering tools that integrate effortlessly into their lifestyle. The campaign runs across TV, radio, digital, and social platforms and features a targeted campus push in September and October.

A data-driven approach on search and social was used to engage digitally savvy audiences. Creative lead Karl Waters acknowledged the challenge of reaching Gen Z, saying that bold, risk-taking storytelling is essential to stand out in a saturated attention economy.

The messaging emphasizes ease of use and emotional reassurance, rather than just transactional benefits. Bank of Ireland’s broader strategy centers on deepening customer trust and long-term brand relevance. With this effort, the bank aims to transform its current account offering into a symbol of financial confidence for a new generation.

Full story: MARKETING COMMUNICATION NEWS

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