My first job ever was in Captain Americas in the early 80’s. I got 10e a shift and relied on tips to give me an extra few pounds to save. Every day I would head to AIB in Grafton Street and put my funds in the deposit account. I always remembered almost feeling nervous walking into this powerful institution. The banks then were perceived with reverence. The bank manager was almost like some sort of God like figure and whatever bank said I believed. I almost felt a certain amount of pride being able to deposit the money in the bank. What has happened subsequently has been a bit shocking to say the least. The banks now are generally mistrusted and are perceived as dishonest by the general public. The bailout by The Irish taxpayer will continue beyond our children’s generation and possibly to their children.
When Brando launched the Rabodirect campaign they used some simple, but very powerful words like: HONEST, FLEXIBLE etc. It is a very clever campaign giving the general public much to think about in what has happened in Ireland and also a belief that maybe there is a bank still that has these qualities, which for many years we just took for granted.
It proves that great ads don’t necessarily need to have all the bells and whistles, sometimes it’s a word which can get to the heart of the matter.
Gary - Prosperity