--- title: "AIB: The Toughest Journey Campaign" description: AIB's The Toughest Journey campaign uses a 16-bit digital game to engage with its audience ahead of the GAA championship. image: https://www.256content.com/hubfs/Imported_Blog_Media/AIB-The-Toughest-Journey-Campaign-Oct-27-2022-04-38-52-7472-PM.jpg --- [![256 logo](https://www.256content.com/hs-fs/hubfs/Giff-Logo.gif?width=95&name=Giff-Logo.gif "256 logo") ![256 logo](https://www.256content.com/hs-fs/hubfs/256-logo--white.png?width=95&name=256-logo--white.png "256 logo")](https://www.256content.com) - Services - [Content Strategy](https://www.256content.com/services/content-strategy) - [Personas](https://www.256content.com/services/personas) - [Content Managed Service](https://www.256content.com/services/content-managed-service) - [Content Operations](https://www.256content.com/services/content-operations) - [Campaign 360](https://www.256content.com/services/digital-marketing-advertising-agency) - [Data Analytics](https://www.256content.com/services/data-analytics) - [Custom Dashboards](https://www.256content.com/services/dash) - [Market Intelligence](https://www.256content.com/services/competitor-analysis) - [Siteseer](https://www.256content.com/services/content-audit) - [Internal Communications](https://www.256content.com/services/internal-communications) - [Shine Video Production](https://www.256content.com/services/video-production) - [Unlocking Team Talent](https://www.256content.com/services/video-production/intfluencers) - [Social Media Services](https://www.256content.com/services/social-media) - [Case Studies](https://www.256content.com/case-studies) - [Blog](https://www.256content.com/blog) - [Contact](https://www.256content.com/contact) - [About Us](https://www.256content.com/about-us) - [Our Values](https://www.256content.com/our-values) - [Careers](https://www.256content.com/careers) - [Resources](https://www.256content.com/resources) [B2C](https://www.256content.com/resources/tag/b2c), [The Content Collection](https://www.256content.com/resources/tag/the-content-collection) # AIB: The Toughest Journey Campaign ![Author avatar](https://www.256content.com/hubfs/256%20Logos/Square/256_RGB_GRADIENT_SQUARE_700px.png) ### Posted by **256** ### March 4th, 2020 **[AIB](https://aib.ie/) is a financial services group operating predominantly in the Republic of Ireland and the UK.** **Audience:** B2C **Type:** Superhero: Innovative content that sets the bar by incorporating new formats or channels to engage with the audience outside of the usual mediums. **Campaign Title:** The Toughest Journey (2018) [https://thetoughestjourneygame.com/](https://thetoughestjourneygame.com/) ![AIB\_Start\_Page](https://www.256content.com/hs-fs/hubfs/Imported_Blog_Media/AIB_Start_Page-Oct-27-2022-04-38-51-9218-PM.jpg?width=1280&name=AIB_Start_Page-Oct-27-2022-04-38-51-9218-PM.jpg) #### What It Is AIB worked with the Rothco to create more awareness for GAA, an association whose club championship AIB has sponsored for decades. The resulting campaign, The Toughest, has led the companies to create a new piece of superhero content every year. Older assets include videos like The Toughest Rivalry and The Toughest Trade. The Toughest Journey is another one of those offshoots and was a part of AIB's sponsorship for the 2018 All-Ireland Senior Football Championship. On top of the campaign sat its superhero asset: a custom-designed 16-bit digital game that let players compete for the shot at bringing the championship home to their county. ![AIB\_Kicking](https://www.256content.com/hs-fs/hubfs/Imported_Blog_Media/AIB_Kicking-Oct-27-2022-04-38-53-5039-PM.jpg?width=1920&name=AIB_Kicking-Oct-27-2022-04-38-53-5039-PM.jpg) #### Why We Like It The potential of interactive tools remains untapped and we're fans of anyone that pushes the format to its limit. There aren't many companies out there creating full-fledged video games as a way to engage with their audiences, which makes AIB's The Toughest Journey campaign unique, to say the least. #### How We’d Add To It The overarching campaign behind the game, The Toughest, makes excellent use of video - especially in its The Toughest Trade series. While the Toughest Journey used TV advertisements based on footage from the game, reactions from game players could have captured the emotions of competing and make for a really compelling show of engagement. ![256](https://www.256content.com/hubfs/256%20Logos/Square/256_RGB_GRADIENT_SQUARE_700px.png) ## 256 We're 256 - \*the\* content marketing agency. 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