Bank of Ireland

How Bank of Ireland became ‘Student Bank of Choice’ in Northern Ireland. Bank of Ireland recognised that to grow market share it would be necessary to increase penetration and retention of first ever accounts by targeting and incentivising students.
Agency: Ardmore AdvertisingAuthors: Stephen Roycroft, Stephen Morris and John Keane

Bank of Ireland

INTRODUCTION

This case study sets out to establish how Bank of Ireland has achieved the accolade of 'Student Bank of Choice' in Northern Ireland. It will demonstrate...