IT’S A (VERY) GOOD FEELING.
Ireland State Savings have been looking after the interests of Irish savers for over 100 years, from a child’s first savings account to Certs, Bonds and Prize Bonds. State guaranteed and largely tax-free, with no fees or charges, Ireland State Savings products are unique. Research showed that younger savers were not as aware of the brand as older savers, Javelin’s task was to interrogate the consumer and their understanding of the brand, develop a brand strategy and modernise and future-proof the Ireland State Savings brand and identity, before launching a national campaign to raise awareness and consideration.
Built on the simple human truth that saving feels good from the moment you start, the creative platform “It’s a Good Feeling” reframed saving as something positive, empowering and joyful. A Motown-inspired soundtrack underpinned a series of relatable stories – from a child saving for a bike, to travel plans, gifting and those personal dreams and ambitions we all have for ourselves.
The campaign spanned TV, radio, cinema, OOH, digital and social, supported by a refreshed website, new owned social channels, and a strong presence at the National Ploughing Championships, alongside a national financial literacy partnership with Maths Week.
The fully integrated rollout transformed perceptions and delivered significant impact, particularly among 25–44 year olds, a key target audience, while consideration strengthened to make Ireland State Savings increasingly relevant to a new audience.
By combining strategic clarity with emotionally resonant storytelling, the branding, advertising, sponsorship, experiential and financial literacy work successfully repositioned a historic state institution as a confident, democratic, and contemporary brand for a new generation of savers.
