Home Campaigns Ad of the Week Droga5 Rolls Out New Mortgages Campaign Targeting First Time Buyers

Droga5 Rolls Out New Mortgages Campaign Targeting First Time Buyers

Droga5 Dublin, part of Accenture Song, has launched a new campaign promoting the bank’s mortgages to first-time buyers.

Called “The Questions You Really Care About”, the 360° campaign goes on the full mortgage journey with first time buyers, with each touchpoint focusing on a different stage of their mortgage journey. The campaign is part of AIB’s new brand platform that aims to get customers “closer to the life they’re after.“

The campaign was created 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 campaign is running across TV, OOH online and social media, with with each channel bringing different parts of the buying journey to life.

“We see a lot of mortgage work out there focusing on how banks make the process easier. This campaign lets us focus on why,” says Alex Ingarfield, creative director, Droga5.

“The gang on this really understood the audience and the long, difficult, messy road to buying a home. Across the journey, the work is insightful and undeniably human,  emotionally connecting the audience with AIB and the life they’re after.”


Client: AIB
Chief Marketing Officer: Mark Doyle
Head of Marketing Engagement: Nuala Kroondijk
Senior Marketing Manager: Pauline Carmody
Digital Content Marketing Manager: Cian Corbett
Brand Manager: Grainne McCarthy
Brand Manager: Sarah Brazil
Digital Content Specialist: Orla Howlin

Agency: Droga5 Dublin, part of Accenture Song
Chief Creative Officer: Jen Spiers
Creative Director: Alex Ingarfield & Ray Swan
Art Director: Conor Kenny & Lucas Oliveira
Copywriter: Anthony Ortuso & Lisa O’Hanlon
Head of Social & Digital: Sarah Jane Lowes
Head of Production: Jessica Bermingham
Executive Producer: David Lynch
Producer: Siobhan Coakley & Denis Horan
Chief Strategy Officer: Emma Sharkey
Strategy Director: Darius Pasalar & Julie Murray
Senior Strategist: Lorna Tutty
Agency Director: James Moore
Senior Account Director: David Curran
Account Director: Lauren Murphy
Project Director: Irene Sharkey
Account Executive: Darragh O’Connor

Production Company: Spindle
Director: Molly Burdett
Executive Producer: Stitch Richardson
Producer: Joe Browne

Post Production / VFX: Gabha Studios
Creative Director & VFX Supervisor: Daniel Morris
Executive Producer: Dafydd Upsell
Colourist: Andy Francis

Sound: Blast Audio
Sound Design & Mix: Will Farrell

Editorial: TenThree
Editor: Owen O’Sullivan
Producer: Clelland “Clel” Allen
Photographer: Finn Richards


Director – Adam Kelly, D5D Creative Studio
DOP: Eoin Lennon, D5D Creative Studio

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