[JUDGING] Bank of Ireland
Section: Video: Business / Brand
Organisation Name: Bank of Ireland
Video Questions
Name Of Brandclient
Bank of Ireland
Personpeople Who Runs This Campaign
Eoin McGirl
What Is The Name Of The Videovideo Campaign
From Presale to Participation: Bank of Ireland at Electric Picnic
Do You Use Alt Text In Your Images And Caption Your Videos
Yes. The videos use on-screen captions so the core message can be understood without sound. Captions are designed into the edit using clear language, readable pacing and sufficient contrast, rather than being added as an afterthought. Accessibility is considered alongside brand, consent and compliance throughout production.
Objectives Of Campaign And Metrics
The objective was to increase Bank of Ireland's relevance and consideration among younger audiences by turning our Electric Picnic partnership into a clear audience benefit. Two creator-led videos encouraged people to apply for a Bank of Ireland current account to receive access to an Electric Picnic 2027 presale code. A third video brought the audience inside Club 83, showing the real people and participation behind the partnership. The three videos created a journey from consideration to experience. Creators made the current account benefit understandable in a native, trusted format. On-site video then demonstrated the cultural experience Bank of Ireland helped enable. Together, the three Instagram Reels delivered approximately 3.46 million views, more than 2,150 likes, 60 comments, at least 140 shares, five reposts, at least 85 saves and 147 profile actions. These are platform-reported results. Some interaction metrics were not displayed for every Reel, so the combined figures are stated as minimums wher
Video 1: Link To The Video Give Stats What Is The Videos Purpose
https://www.instagram.com/p/DcOGzQksGUw/
This creator-led Reel featured Olivia Spuds discussing Electric Picnic and encouraged viewers to apply for a Bank of Ireland current account to receive access to an Electric Picnic 2027 presale code. Its purpose was to turn a product message into a culturally relevant audience benefit, delivered through a recognisable creator rather than a conventional banking advertisement.
The Reel generated approximately 1.6 million views, 776 likes, 21 comments, three reposts and 84 shares. The result shows how creator-led video can give a financial product a clear role in something the audience already values. It connected consideration with action while keeping the tone native to Instagram and the creator's own style.
Video 2: Link To The Video Give Stats What Is The Videos Purpose
https://www.instagram.com/p/DcTvP3mqlV_/
This collaborative Reel with Cian Mooney used festival advice as the creative route into the Electric Picnic 2027 presale benefit. It encouraged viewers to apply for a Bank of Ireland current account, but led with useful, recognisable festival content rather than a product explanation.
The Reel generated approximately 1.1 million views, 282 likes, 15 comments, two reposts and 56 shares. Its role within the campaign was to make the offer easy to understand through a creator whose delivery already felt natural to the intended audience. It demonstrates the value of matching a commercial message with the right creator, context and platform behaviour.
Video 3: Link To The Video Give Stats What Is The Videos Purpose
https://www.instagram.com/p/DcnZhHyCljO/
This Reel captured festivalgoers singing at the Karaoke Kan in Club 83. Its purpose was to show what Bank of Ireland's Electric Picnic partnership looked and felt like for the people taking part. Rather than relying on passive sponsorship branding, the video put participation, personality and enjoyment at the centre.
The Reel delivered 762,104 views, approximately 1,100 likes, 24 comments, 85 saves and 147 profile actions. It completed the campaign story by moving from the presale proposition to the experience itself. The video also supported the wider strategy of humanising Bank of Ireland, showing the brand as an active enabler of a shared cultural moment.
Additional Information For The Judges
What makes this campaign distinctive is how the videos worked together across the sponsorship journey. The creator films were not isolated influencer posts. Each used the creator's own tone and audience to make a current account benefit easy to understand, while keeping Bank of Ireland's role clear. The Club 83 content then brought the partnership to life by showing people participating in an experience the brand enabled. This balance matters for a bank. Financial services content must combine relevance with clarity, trust and compliance. We retained the creators' recognisable styles, used captions and clear early branding, and made the offer understandable without making the work feel like a traditional financial advertisement. The campaign also demonstrates our wider approach to sponsorship. Event rights and access are not treated as passive logo placement. They become content, participation and a genuine reason to consider the brand. Each video had a different role, but together they created one connecte
