AIB: Backing Doing

Before Bond and Barrel was founded, our founder was brand strategy lead and project manager on AIB’s Backing Doing campaign, which followed former Ireland footballer Kevin Kilbane as he learned to DJ. The campaign won Best Digital Campaign at the All Ireland Marketing Awards.

Founder experience: Brand Strategy & Project Management

AIB Backing Doing: Kevin Kilbane, Superstar DJ

The Brief. AIB wanted to bring its Backing Doing platform to life with content people would choose to watch, and to turn that attention into personal loan sales. The idea was to show what it looks like when someone finally goes after a goal they had put on hold.

The Move. Our founder led the brand strategy and managed the project from start to finish. Kevin Kilbane, who had set aside a lifelong ambition to DJ for his football career, spent four weeks learning to mix with Today FM’s Kelly-Anne Byrne and Groove Armada’s Andy Cato and Tom Findlay. The journey ran as a three-part online documentary series, building to Kevin opening for Groove Armada in front of a sold-out crowd at District 8 in Dublin.

The Result. The series beat every target it was set. Engagement rose by 200% against a KPI of 50%, personal loan sales grew by 8.2% against a KPI of 6%, and the films passed 1.1 million views. The campaign went on to win Best Digital Campaign at the All Ireland Marketing Awards.

Campaign results

200%

Increase in engagement, against a KPI of 50%.

8.2%

Uplift in personal loan sales, against a KPI of 6%.

1.1m

Views across the documentary series.

Winner

Best Digital Campaign, All Ireland Marketing Awards.

Work completed by our founder before Bond and Barrel was founded.