Permanent TSB taps into consumer zeitgeist
For the past few years, the Irish financial services sector has been the most active in the advertising market - with all the main banks, life and pensions firms and general insurance companies fighting it out for the hearts, minds, savings and loans of consumers.
The latest campaign comes from Permanent TSB, and marks the bank's first major campaign since 2013.
Then, with a theme of 'Back to Basics', the campaign reflected the national sentiment and spoke to consumers about the bank's intentions in a marketplace that had changed considerably since the credit-fuelled halcyon days of the Celtic Tiger. With the latest campaign, the bank aims to tap into the resilient post-Celtic Tiger zeitgeist that urges us to 'Keep Going'.
The campaign was created by the Dublin-based agency Publicis while the media buying account is handled by PHD. The digital campaign, meanwhile, is managed by the Dublin-based digital agency ICAN.
With an investment in the order of €4m, the campaign kicked off with a powerful 90-second TV ad this week and this will be followed up over the coming months with an extensive cross-platform roll-out that will include press, outdoor, online and radio.
To the backing of a track called To the Wonder by the English artist Aqualung, the ad follows the different life-stages and trials and tribulations of a young boy growing up into a young man. While he encounters many setbacks and challenges along the way, he just keeps going and in the end, everything works out for him.
According to Padraig Burns, CEO of Publicis Dublin: "This campaign talks about the challenges people face in their everyday lives and how Permanent TSB as a bank is constantly looking for better ways to improve the customer experience."
Sunday Indo Business