The concept for the digital element of this campaign was a collaboration between DDFH&B, Mediaworks and RTÉ’s digital division. The campaign creative assets were supplied by Irish Life’s creative agency, DDFH&B.
Commenting on the campaign idea, Roisin Keown, Joint Creative Partner, DDFH&B Advertising said, “The objective of the campaign was to encourage consumers to venture from their comfort zone (deposit accounts) into the new comfortable zone (Irish Life MAPS) to start making their retirement fund work harder. DDFH&B developed a through the line campaign which demonstrated that Irish Life know more about Irish life than any other provider, by dramatizing situations in which Irish people feel uncomfortable”.
“In order to enhance cut-through and drive engagement for Irish Life’s ‘The Comfortable Zone’ campaign, DDFH&B designed two innovative formats on RTÉ. The RTÉ Media Sales – Digital creative team collaborated with DDFH&B to build a rich homepage takeover on RTÉ.ie, which brought one uncomfortable situation from the campaign – fear of flying – to life. The second element of the campaign was taken from our suite of custom video formats on RTÉ Player to engage audiences and drive prospects” said David Fogarty, Commercial Coordinator, RTÉ Media Sales – Digital.