What are the questions first time buyers really care about?
What are the questions first time buyers really care about?

Droga5 Dublin, part of Accenture Song, has launched AIB’s latest mortgages campaign, ‘The Questions You Really Care About’, targeted at first time buyers. The 360° campaign goes on the full mortgage journey with first time buyers, with each touchpoint focusing on a different stage of the journey. It’s part of AIB’s new brand platform that aims to get customers closer to the life they’re after.

The campaign was designed following in-depth research by AIB, which found that during the process of buying a home, first time buyers need a mortgage experience that gives them the headspace to focus on the questions and considerations that really matter to them.

‘The Questions You Really Care About’ is live across outdoor, TV, online and social media, with each channel bringing different parts of the buying journey to life.

On social media, the focus is on questions that first time buyers ask just before they step into a house viewing, from the perspective of doorbell camera footage capturing candid conversations.

In outdoor, we’re with home hunters inside a house viewing, highlighting the important questions to them as they imagine their lives there. Contextual placements and special builds bring what every first-time buyer thinks to life.

On YouTube, the campaign delves into the questions first time buyers are asking online.

And on TV, AIB brings to life a post-viewing moment where a dad considers the opinion of the most important person in his life: His eight-year-old daughter.