60k Loans
Brief
Promote the new Business Loan proposition available for small to medium enterprises. Concept to be rolled out across all digital channels; social media, email, website graphics and branch advertising screens
Goal
Drive users to the website to apply for the product by emphasising that the process was completely handled online
One of my favourite projects I've worked on with AIB has been the "60k Business Loan" campaign for the Business team. The team came to me with the loan proposition and I was asked to create all of the concept and digital communication for it. The loan was targeted to small and medium businesses so my concept was to focus on the business owners who pour their heart and soul into their business. The main feature with the loan was that it could be applied for and approved completely online. These two ideas inspired the tagline "loans that start as early as you do" to show that AIB works around you, not the other way around. As part of the visual identity, I used the secondary colours which had a magenta and an orange that when set as a gradient looked like a sunrise. This effect applied over the images itself as well as incorporated in the graphic device, the same one as above, really helped to drive the message home.
Once the concept was approved by the stakeholders, I created all the digital communication for the campaign such as social media posts, emails, website graphics and branch screens. To be able to see my project go from an idea to reality is a project i will never forget.
Below is some examples of my idea proposal that helped me to sell my concept. As part of my process, I create a word association that helps focus my research and gives me an anchor to check my ideas against so I don't get carried away during production. While presenting my process can be intimidating at times, I believe it helps show the client how I got to the finished project and helps them understand my way of thinking and working.
As shown in the two videos below, the final outcome was slightly different than the initial concepts, but having that word map and the tag-lines to refer back to always kept the work on track and allowed me to create a campaign that covered the legal side of advertising for a loan while staying true to the original creative concept.
Rate Rage
Brief
Create digital display and social media campaigns to promote AIB's loan offering
Goal
Align the online creative to the TV ad and out of home to drive awareness and click throughs to the website to generate callbacks