Bank of Ireland: Celebrate Your BER

Folk VML's new campaign for Bank of Ireland promotes their innovative EcoSaver mortgage offering.

When it comes to having a mortgage, people feel there's little within their control until their term is up. But Folk VML's new campaign for Bank of Ireland gives agency to everyone in Ireland to improve not only the comfort of their home, but also their interest rate. The work ties into how gender reveal parties are an ever-increasing feature on people's social feeds, and the campaign leans into this trend to show how your BER can also be worth revealing.

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Challenge

With Bank of Ireland’s new EcoSaver Mortgage, the more you improve your BER (Building Energy Rating), the better your interest rate gets. To launch it, the multi disciplinary WPP team 'The Bank Collective' created a campaign as unique and disruptive as this groundbreaking product.

Inspiration

Your BER is now more valuable than ever, and we wanted to celebrate that in a big, fun way. We realised the global phenomenon of gender reveal parties would be the perfect vehicle to bring this game-changing new mortgage to life, and load the TV spot with Irish insight in the process.

Idea

The campaign includes a playful TVC that uses the construct of gender reveal parties to dramatise the exciting new EcoSaver mortgage. The twist is that the reveal is actually a BER letter — showing how everyone in Ireland now has a reason to celebrate their BER. We extended the idea through fun Social videos and eye-catching OOH, inviting everyone around the country to celebrate their BER with the new EcoSaver Mortgage.