This case study examines how Bank of Ireland has achieved the accolade of 'Student Bank of Choice' in Northern Ireland, despite being a challenger brand. The concept, to present a lifestyle, not just a bank account, recognising that students like to: study hard, play hard, bank easy and that Bank of Ireland wished to create a relationship 'for students for life', applied through precision targeting. As a result of the campaign, independent research by Pricewaterhouse Coopers awarded Bank of Ireland the title 'Student Bank of Choice'. Bank of Ireland increased its share of the student market from 20% to become the market leader with 27% and improved retention of new accounts from 50% to 73%, seeding retention for life