Timing: August 2021
Formats: Digital Golden Square, Digishelter and Adshel Live Roadside
Client: Bank of Ireland
Creative: Grey London
Bank of Ireland utilised weather activated Dynamic content and scheduling across multiple DOOH formats to promote financial wellbeing. Contextual rain related copy was dynamically displayed by location triggered by our proprietary Liveposter platform.
This Dynamic campaign featured on three formats; Digital Golden Square, Digishelters and Adshel Live Roadside. The copy was triggered by Liveposter when it started to rain via the Dark Sky weather app, the most accurate source of hyperlocal weather information: with down-to-the-minute forecasts for exact locations. In other weather conditions generic creative played out.
Fronted by Emmy Award-winning TV and radio broadcaster personality Baz Ashmawy, the new campaign puts a different spin on the tender subject of saying the ‘F Word’ or, as some people like to call it, finances. According to Henry Dummer, CMO, Bank of Ireland: “This campaign is designed to be provocative and to challenge the misconception that we cannot talk about our finances openly. We have to tackle the issue head on and get people comfortable using the F-Word more! Finance still remains one of the biggest social taboo subjects alongside sex, religion and death. The more we talk about finance, the more control and confidence we’ll have when it comes to managing our money and our financial wellbeing throughout life.”