Portfolio

Ark Life/AIB Bank with FMCi

The rationalisation of AIB, the largest bank in Ireland, has seen their life assurance company, Ark Life, brought within the AIB brand.

The range of investment products, both short and long term, formerly operated under Ark Life, have been revised to reflect these recent changes. The exercise covered promotional materials as well as support documentation and marketing backup.

Ark Life/AIB Bank with FMCi

With over 48% of the Irish workforce having no pension provision, there is an urgent need to educate the population into the long term benefits of providing for their own retirement. In response, Allied Irish Bank, through their life and pensions company, Ark Life, commissioned this light-hearted, layman’s guide to the pensions maze – using easy-to-understand language supported by straightforward, colourful visuals. The resulting 48-page ‘Pensions Made Simple’ booklet, backed by a national campaign, performs a valuable public service, whilst instilling confidence and understanding in the AIB brand.

Ark Life/AIB Bank with FMCi

AIB Bank saw it a public duty to explain in layman’s terms the situation as regarding the ‘pensions black hole’, or the shortfall of pension funds on a global scale. This short-run, easy-to-read reference on the world pension market was issued to journalists and commentators as a contribution towards the overall debate that is taking place in Ireland, and elsewhere in the world, about the future of pensions and to stimulate discussion about the problems.

Ark Life/AIB Bank with FMCi

The Allied Irish Bank Group, with its subsidiary Ark Life Assurance, are significant supplier of financial products and services to the Irish market.

A national campaign was needed to position AIB as a major pension provider.

The concept was to be eyecatching and slightly scary, simulating that sense of unease felt by customers as they approached retirement without sufficient financial provision in place. A sense of safety was introduced by the parachutist and carried through to the final campaign – with reference to ‘the big drop’ in income experienced by most people when they retire.

Ark Life/AIB Bank with FMCi

Pension provision is relevant to everybody – with reference to ‘the big drop’ in income experienced by most people when they retire.

This national advertising campaign in Ireland for AIB, one of the country’s largest banks, expanded upon the previous ‘big drop’ campaign, emphasising that the early saving for a pension is appropriate to all members of society.

Ark Life/AIB Bank with FMCi

The enduring appeal of the ‘Sunny’ character became associated with one of Ireland most successful financial products, making the saving for a rainy day a more attractive proposition.

He appeared in national advertising campaigns for the AIB Personal Investment Plan, more commonly known as the ‘PIP’, encouraging savers to blow the cobwebs away and ‘Wake up’ their money with a unique, no-frills method of saving for the future.

Its companion ‘PEP’ was a more sophisticated equity-based plan for those who wished to save larger sums of money on a regular basis.

Link to: www.fmci.co.uk