THE CHALLENGE
AIB was determined to re-establish itself as THE bank for Small Business with meaty sales KPIs. There was just one problem, small business didn't particularly like them. In fact, we discovered that small businesses felt under-appreciated not just by banks but by everybody, from the government to the public. This was ironic given they account for almost 70% of jobs in Ireland.
THE SOLUTION
We decided to CHAMPION small business owners, not just to themselves but to everybody. Reframing how they were perceived by identifying a characteristic people hadn't necessarily associated with them before : Bravery. We showed the courage it takes and the sacrifices SME owners make. And how we all benefit.
THE RESULTS
Backing Brave continues to be AIB's big idea for business. The creative template it pioneered, of finding a characteristic of the target that not just reflects well on them, but is admired by society at large, became the template for all AIBs work. As intended, it entered the national conversation, see Ross O'Carroll Kelly's parody twitter account below. As I said, a creative's job isn't to do work that's 'FINE', it's to do work that's 'Famous'.
Brand Fame: When your work is being referenced in the twitter feed of fictional characters, you know you've done your job. Get famous or get ignored.
Four years on Backing Brave remains the focus of all SME work
Backing Brave became the creative template for all AIB work