Bank of Ireland uses storytelling to drive financial confidence

Bank of Ireland has introduced Right with you, a brand platform designed to position the bank as a consistent partner in helping customers build financial confidence across everyday and long-term decisions.

Developed with The Bank Collective by WPP and led creatively by Folk VML, the platform reflects a shift in how the bank supports customers at key financial moments.

The platform launched with a series of integrated campaigns that illustrate how Bank of Ireland supports customers in managing daily finances, protecting against fraud, growing businesses, and building financial awareness for future generations.

Responding to changing financial behaviours

The initiative addresses increasing complexity in financial decision-making, where greater access to information and choice has not always translated into confidence. Many customers delay long-term planning, leave money unused, or disengage from available advice.

Right with you aims to close this gap by providing clearer guidance, practical tools, and access to human support, helping customers feel more in control and better equipped to act.

Laura Lynch, Chief Marketing Officer, Bank of Ireland: "Confidence is one of the most powerful drivers of economic behaviour. When people feel confident when they’re making financial decisions – no matter how big or small – they thrive.

"'Right with you' is built around that insight. It’s not a campaign line, but a long-term brand platform designed to reflect how Bank of Ireland supports customers in making confident financial decisions.

"It provides a clear and consistent expression of our commitment to customers across the organisation, aligning our people around a shared ambition to support financial confidence when it matters most – now, and for generations to come.”

Creative platform built for scale

The campaign uses storytelling rooted in real-life financial moments to build relevance and engagement, while maintaining a consistent creative approach across executions. Each campaign demonstrates how the bank’s products, advice, and tools support different needs and life stages.

Abi Moran, Chief Executive Officer at Folk VML: "Our job is to help clients earn an unfair share of attention and use creativity as a multiplier for effectiveness. What I love about this work is the clarity the Bank of Ireland team brought to the challenge from the start. ‘Right with you’ gives Bank of Ireland a simple way to show the power that financial confidence can have on people’s lives.

"Creative quality is one of the biggest profit drivers marketers control. That’s why Bank of Ireland team have launched four brilliantly integrated campaigns built around emotionally resonant storytelling. It’s the human details and real-life moments that truly make ideas feel more, be more memorable, and ultimately be more effective.”

www.bankofireland.com

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