Press & Media


KBC Bank Ireland launches first brand campaign to directly target Irish mortgage customers

12 May 2011

KBC Bank Ireland launches first brand campaign to directly target Irish mortgage customers

Tuesday 10th May 2011 KBC Bank Ireland has launched a new advertising campaign targeting home purchasers. The Bank, which has a strong presence in the Irish mortgage market, providing 1 in 10 mortgages, has traditionally sold its mortgages through brokers whom it continues to see as a key business channel. In addition to developing its broker network, it is expanding its distribution channel through its website www.kbc.ie, call centre and its offices in Dublin, Cork, Galway and Limerick.

”We believe there are opportunities to expand our presence in the Irish mortgage market and it makes sense for KBC Bank Ireland to now focus greater attention on direct targeting of new customers for our mortgages while continuing to develop our successful broker channel”, says Hugo Doherty, Head of Mortgages at KBC Bank Ireland.

Doherty believes its lending criteria are appropriate to prevailing circumstances and says customers themselves are taking a more sensible approach to their borrowing. “Mortgage applicants are being more realistic about what they can afford and are putting more emphasis on stress testing their ability to repay their loan should rates increase”, he says.

KBC Bank Ireland continues to offer very attractive product propositions with up to 90% finance available and a selection of fixed rates which is becoming rare in the market.

“Our research has indicated that people want a good, sensible relationship with a Bank they feel they can trust. We have always been good at putting a strong emphasis on the customer and meeting their needs and we will continuously try to improve this further. With our track record in the Irish mortgage market we are well placed to deliver”, he adds.

According to Doherty, the demand for mortgages from potential purchasers has started to increase again. There is a perception of good value in the market and the desire among Irish people to own their home remains strong.

“We believe we have a product offering which offers real choice and value to Irish mortgage customers outside of the traditional clearing banks and having built a strong business through our broker channel we have confidence that over the next few years we will also grow our business through brokers and direct channels”, said Hugo Doherty. “We firmly believe that the Irish economy will recover over the next few years and KBC Bank Ireland intends to be part of that recovery”.

KBC Bank Ireland’s new advertising campaign targeting new mortgage customers was created by Owens DDB and is a fully integrated campaign which includes TV, Radio, Press, Outdoor and Online ads. The 30 second and 20 second TV commercials will feature on RTE, TV3, Tg4, Setanta and Sky. Directed by the award winning Lenny Abrahamson and produced by Speers Film, the ads were shot in Dublin and include KBC Bank Ireland employees as extras.

Ends.

For further information: Julie Dilger / Laurie Mannix, MKC Communications 01 7038620

About
KBC Bank Ireland plc (“KBC Ireland”) is a wholly owned subsidiary of KBC group, an integrated bancassurance organization headquartered in Brussels, catering mainly for retail customers, small and medium-sized enterprises and private banking clientele. KBC holds leading positions in its key markets of Belgium and Central Europe as well as a selective presence in the rest of the world. KBC Bank Ireland has a strong presence in Ireland where it has been operating for over 30 years providing lending and treasury services. Employing c. 470 people, and headquartered in Dublin, KBC Bank Ireland has regional offices in Belfast, Cork, Galway and Limerick.

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