Allied Irish Banks had a problem.
They have a phenomenally good pension deal, but their staff either weren’t registering for the pension or putting enough money into it.
They called me. ”We’ve tried everything. Let’s try a fresh and funny approach.”
I created a strategy that framed pension contributions as akin to bank robbery. It was cheeky, unusual and subversive. The campaign worked. In the internal emails alone, 86% of people who opened them increased their pension contributions.
Strategy
Copywriting
Creative direction