AIB Chooses OOH for Key Parts of First-Time Buyer Campaign
AIB has launched a new Out-of-Home (OOH) campaign as part of its "The Questions You Really Care About" platform, specifically targeting first-time buyers. This marks another strategic move by AIB to engage with potential homeowners through meaningful and impactful OOH advertising.
The OOH Medium Becomes the Message
In this latest iteration, AIB, alongside creative agency Droga5, has chosen OOH as the key medium, utilizing it as both the message and the vehicle to guide first-time buyers through various stages of the home-buying journey. The campaign brings to life the important questions prospective homeowners face during the process, such as "Are the repairs structural or just cosmetic?" This question, prominently featured on wide-reaching formats across Dublin, helps prospective buyers reflect on the practicalities of their new homes.
Wide-Reaching Formats and Special Builds in Dublin
The campaign can be seen across various high-traffic areas in Dublin, where the message reaches audiences where they live, work, and play. Special builds, such as 'Peeling' 48 Sheets, Golden Squares, and 240 sheets, enhance the message, turning heads and capturing consumer attention in locations with high footfall near Terenure, Kimmage, and Rathgar.
Contextual Journey for Home Buyers
The wider campaign, planned by Starcom and Source out of home, takes home hunters on a contextual journey inside a house viewing. It highlights questions that prospective buyers are most likely to consider as they imagine their lives in their future homes. The campaign’s contextual placements use the surroundings to bring these questions to life in real-time.
Specialized Copy on Various Formats
Different formats are strategically placed to match the thoughts and concerns of first-time buyers. Bus T-Side copy asks, "Is there a bus stop nearby?", while Digital Bridge copy presents, "What’s the drive home like?". Commuter and small roadside formats display, "How long is the commute?", and Adshel and Bus Shelter formats near housing estates ask, "Could this be the place?".
Roadside and Mall Digital Formats Target Different Audiences
The campaign also includes large roadside formats such as Metro/Digipoles and Bridges, complemented by Classic and Digishelters, Digipanels, and Digital Kiosks. Commuter formats, including dPods, Luas Columns, and Commuter Squares, provide additional exposure in daily commuter areas. Mall Digital formats are used to target shoppers, reaching consumers in retail environments and reinforcing the campaign’s message.
Through this multi-faceted OOH campaign, AIB effectively engages with first-time buyers, addressing their most pressing questions while enhancing their overall journey toward homeownership.
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