Bank of Ireland Launches 'Mythical' Brand Advertising Campaign

Today, (18th June 2007) Bank of Ireland launches its new look and feel brand advertising campaign. This significant investment by the Bank sees it enter new creative territory with a series of adverts directed by award winning Irish director Rory Kelleher and featuring never before used production methods on TV, giving a unique look and feel to its mythical theme.

Research carried out by Bank of Ireland confirmed that there is a significant amount of misattribution when it comes to financial services advertising. As a leader in the market, this campaign demonstrates Bank of Ireland's strength and creativity in clearly standing out in an increasingly cluttered market place.

'Elf' - the first in the series, takes a magical, mythical creature and places them in ordinary situations - this time a shoemaker's shop, and focuses on day to day banking needs such as getting a loan and an overdraft. Filmed in Prague and 16 months in the making, the campaign was directed by Rory Kelleher - the award winning Irish director responsible for Lucozade and Coors Light commercials. The adverts feature a 4D mapping technique that has never before been used for mainstream TV or in an advertising campaign and is similar to the technique used in the epic film 300.

Commenting on Bank of Ireland's new campaign, Michelle Spillane, Head of Marketing Communications, Bank of Ireland said "This is a really exciting new campaign for the Bank and it reflects our commitment to understand our customer?s needs. We have adopted an exciting take on some well-known characters from fairy tales and this reinforces our core message that hassle free banking should not be a myth. This message is one that our customers will definitely relate to."

The first of these adverts will be aired on Monday 18th June 2007 and will run on RTÉ One, Two and TV3. The campaign will be supported with in branch activity, public relations, viral campaigns and promotions.

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For further information contact:
Deirdre Kingston
Group Corporate Communications
Bank of Ireland
Tel:01 604 3788