The Ireland 2016 Centenary Programme was an invitation to all the people of Ireland and people of Irish ancestry abroad to join us in a year of remembrance of our past, and reflection on our achievements and our future. Placing our language at the centre of the programme through a coherent marketing strategy, enabled the creation of an authentic and meaningful Teanga Bheo - Living Language - campaign. This provided a platform to promote a positive awareness of the language, to generate renewed interest in Irish as part of our living everyday culture and to encourage engagement with Irish language events and activities.
Clíona Ní Mhurchú
Is gnó teaghlaigh é Top Oil atá i mbun trádála le dhá chéad bliain in Éirinn. Le cúnamh Ghaillimh le Gaeilge, tá lógó nua dátheangach acu: “Fuelling Ireland/Éire Á Breoslú”. Top Oil has a trading history dating over 200 years, and its Irish heritage is an important element of the brand. The team at Top Oil has developed an innovative approach to working with the Irish language in their day to day business. With a strong customer base in the West of Ireland, Top Oil uses Irish in marketing campaigns, signage, stationery and internal communications, and it provides a ‘Seirbhís i nGaeilge’ as a means of differentiation.
The Captain Cillian character is an Irish seafaring explorer who takes children on a learning adventure around Ireland. The books are packed with Irish and ocean facts, and spreads with each key Irish words from the story and the phonetic sound. Readers get a real sense of our coastline and what lies beneath and on the seashore with a fun Irish seafaring character. The Ireland Adventure Gift Box is aimed at the gift market as well as an engaging Irish learning resource in the classroom. The product has a special appeal to the Irish diaspora living abroad who would like their young families to connect and learn the Irish language in a fun way.
Irish language features are important for Samsung in its introduction of mobile handsets to the Irish market. To promote this unique selling point and invite consumers to engage with the language, Samsung developed an influencer campaign with the help of Notorious PSG, which placed this feature of the Samsung Galaxy S7 and S7 Edge in focus. The campaign gained wide media appeal while giving exposure to the brand and the Irish language capabilities of both handsets to a network of highly-engaged social media users. Key centre-piece content generated widespread awareness for the campaign and handset features.
As an iconic Irish brand, reportedly the most missed brand by the Irish diaspora, Tayto implemented a marketing campaign in support of its Irish language Gaeilge pack. Mr. Tayto’s participation in the Dublin St. Patrick’s Day parade made it to the Global Snapchat story and videos posted online received thousands of views and reach without the need to be promoted. The on-pack promotion reinforced the link between Tayto crisps and what it means to be Irish. The campaign also featured a huge in-store element. Tayto had an uplift in sales, and benefited from an immense feel-good factor from the Gaeilge campaign.