Every week, Amárach and Future Proof Insights share exclusive findings from their PRIZM+ ad testing service showcasing best practice creative advertising in Ireland.

Bank of Ireland’s EcoSaver Mortgage ad takes a fresh approach to financial advertising, using humour to bring a complex topic—home energy ratings—to life.

Set against the backdrop of an over-the-top gender-reveal-style party, the ad leans into absurdity, showing a family celebrating their BER (Building Energy Rating) score with flares, fireworks, and even a drone reveal.

But does this playful approach resonate with audiences in a meaningful way?

Neuroscience and behavioural data help us uncover the strengths and potential gaps in its effectiveness.

Where the ad stands out is in its ability to drive Desire & Motivation, something that sustainability-related advertisements often struggle with.

This is largely due to the way this creative frames the environmental benefit as a secondary, even tertiary, advantage of the product.

Rather than leading with sustainability, the ad first highlights the direct financial benefit of a lower mortgage rate, followed by the broader financial wellbeing associated with an improved BER.

This approach ensures that viewers are drawn in by immediate, tangible rewards before considering the longer-term environmental impact.

The BER rating reveal serves as a critical turning point, reinforcing the idea that a better BER means a better mortgage rate.

The ad makes sustainability feel aspirational rather than a burden, which is a crucial factor in motivating action.

In addition to driving motivation, through the effective linking of financial savings to energy efficiency, the ad scores well in terms of Capability, as it clearly communicates how an improved BER directly translates to financial rewards, making the offer easy to understand.

However, there is room to strengthen opportunity, particularly in the social dimension, which may be a reflection of the wider housing market challenges, rather than specifically related to the ecosaver product.

While the ad is successful, there are opportunities to fine-tune it for even greater impact.

Increasing emotional highs could help create more memorable moments—perhaps by incorporating real-world testimonials or a tangible demonstration of savings.

Similarly, adding a touch more cognitive engagement could enhance how audiences process and internalise the message, perhaps by illustrating financial benefits more explicitly.

Ultimately, Bank of Ireland’s EcoSaver Mortgage ad is a strong piece of advertising that makes sustainability and mortgage savings feel both accessible and desirable.

It effectively simplifies a complex subject and motivates action.

With slight refinements—heightening emotional peaks and deepening engagement—it has the potential to leave an even greater mark on viewers.

For more insights from PRIZM+ on how neuroscience drives advertising impact, visit: https://www.futureproofinsights.ie/prizm-plus/