AIB Bank
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Equinox Partners developed a hugely successful relationship over many years with Jeremy Bond, one of the financial service industry’s most influential and innovative marketing consultants. We worked together on many projects developing branding guidelines and brochureware for many well-recognised financial institutions.
For many years under the banner of FMCi, Jeremy and Michael created many campaigns for one of Ireland’s leading financial institutions, AIB Bank and their Life and Pensions subsidiary, Ark Life.
Individual & Executive Pension Brochures
With their tax advantages and support from employers and Government, long-term pension arrangements are still the best way for people to save for their retirement.
The suite of brochures, written by FMCI and designed by Equinox Partners, was aimed at both individuals (personal pensions) and small business owners (executive pensions). Supporting the advice provided by AIB’s in-house Financial Advisers, the brochures describe in layman’s terms the benefits of saving into a pension and the wide range of options and investment fund advice available from AIB. The two slightly different styles of brochure ensured that there would be no confusion within the target audiences. The colourful design reflected the most recent graphic identity seen within AIB Bank branches throughout Ireland.
Income & Illness Protection
Protecting their clients’ income from illness or accident is being promoted by AIB Bank as being as important as insuring assets such as cars or homes.
Written by FMCI, the colourful brochures with a reportage style of illustration, informed customers of the services they could expect to receive from one of the foremost banks in the Irish market.
A separate Guide supported AIB’s Financial Advisers, provided accurate technical detail, outlining the risks associated with chosen occupations and providing details of medical examinations customers might expect to gain underwriting approval.
Company Group Pension Plans
Legislation has compelled employers to provide access to pension arrangements for their staff. With their significant tax advantages, long-term pension arrangements are still the best way to save for retirement.
The suite of brochures, written by FMCI and designed by Equinox Partners, was aimed at both company employees (top left), employers and their pension fund trustees.
The brochures describe in layman’s terms the benefits of receiving and providing company pensions, the statutory obligations that employers and trustees must undertake and the wide range of options and investment fund advice available from AIB. The two slightly different styles of brochure ensured that there would be no confusion within the target audiences.
The colourful design reflected the most recent graphic identity programme seen within AIB Bank Branches throughout Ireland.
PIP & PEP Savings Plans
Making saving for a rainy day attractive. The original theme of ‘Waking up your money’ with the Sunny character was outstandingly successful and brought significant deposits to AIB retail operation.
Supported by in-branch posters and staff badges and a national newspaper advertising campaign, the program had enduring appeal to the Irish savings market.
Avoiding the Big Drop (in income when you retire)
A national pensions campaign was needed to position AIB as a significant presence in the pension market. Our initial concepts were eye-catching (insects and spiders from animal photographer, Tim Flach), but were deemed too scary – ‘As scary as not having a pension?’.
A sense of safety was introduced by the parachutist and carried through to the final campaign, which featured newspaper and colour magazine placements, bus-sides and billboard posters.
Avoiding the Big Drop – Part 2
Pensions are about people – real people. The images of beautiful, aspirational models can turn off the cynical, younger target market – especially when it relates to the rather unattractive subject of pensions.
As a development of our highly successful ‘Big Drop’ parachuting campaign, the use of real warts-and-all characters added fascination –and reality. The recommended appearance in weekend colour magazine pages further differentiated AIB from their competitors.
Pensions Made Simple
AIB, under the banner of their life assurance company Ark Life, produced this easy to read booklet as an educational giveaway explaining in layman’s terms the importance and benefits of saving for retirement.
Written in Plain English by FMCI , the booklet was designed by Equinox Partners and used simple cartoons to enliven the booklet’s serious messages.
Our work on these guides has been recognised in the form of a full set of awards from the Irish Direct Marketing Association – gold, silver and bronze – and for which Ark Life and Jeremy later won a Plain English award.
The Global Pension Puzzle
Saving for old age is not only a problem for the Irish domestic market – it is a global phenomenon. The easy to read booklet explains in layman’s terms how other countries are tackling retirement planning. Its purpose was to explain to journalists what was happening elsewhere in the World and how Governments were assisting and encouraging their people to save for their old age without becoming a burden on the State.
Written in Plain English by FMCI the booklet was designed by Equinox Partners and used simple cartoons to enliven the booklet’s information, describing pension provision in Great Britain, USA, New Zealand and Chile.
Ark Life Welcome pack
A bright, new welcome message was developed for staff moving into their new offices in Dublin and rolled out on mugs, mousemats, coasters, lanyards, posters and pop-up displays.
